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This study aims to systematically assess and map the evolution, themes and trends within Islamic marketing research, with a focus on identifying areas of high growth potential and guiding future research directions.

Using a bibliometric analysis and advanced structured topic modeling (STM) techniques, this research analyzes Islamic marketing studies published between 2000 and 2024. The comprehensive database search, centered on Scopus-listed publications, provides a macroscopic view of the field’s development over the past two decades.

This study reveals significant insights into the field of Islamic marketing, including the identification of key research themes, the growth in literature and geographical hotspots of scholarly activity. Emerging trends suggest a growing focus on consumer behavior, brand loyalty, Halal certification and ethical marketing practices.

This research is limited by its reliance on the Scopus database for source materials, and by focusing primarily on English-language publications. These constraints may have excluded relevant research in other languages or published in nonindexed formats.

This study offers valuable insights for marketers, businesses and policymakers aiming to engage the Islamic market. Understanding the dynamics of Islamic marketing can help in developing strategies that align with Muslim consumers’ values and preferences.

This research contributes to the Islamic marketing literature by using bibliometric analysis and STM, offering a unique, comprehensive overview of the field’s evolution, trends and future directions. It underscores the importance and growth of Islamic marketing as an independent academic discipline.

Islamic banking windows have attracted a considerable deal of scholarly attention lately, as shown by the sharp rise in publications across the globe. The growing number of Islamic banking windows being published demonstrates how much scholarly interest there has been in this topic. To evaluate the body of knowledge on Islamic banking windows, this paper aims to conduct a bibliometric analysis.

A bibliometric examination of literature samples pulled in July 2023 from the Scopus database served as the study’s methodology. In total, 79 publications that met the criteria for selection and were published between 2008 and 2023 made up the study’s sample size. Software like RStudio (Rshiny), VOSviewer and Microsoft Excel have been used to evaluate the data. Three major kinds of analyses were carried out: overall performance indicators, citation analysis and cross-dimensional keyword analysis. A quick content analysis to pinpoint research flows then followed.

The number of publications increased noticeably between 2019 and 2021, with Abdul Majid M. contributing the most with four articles published during that time. The findings also include the countries, groups, publications, works, sources and topics that have contributed the most. This examination found five research streams that have already been examined by other writers out of 79 papers. Comparative efficiency, Islamic banking’s customer, performance, risk and liquidity management are some of the research areas covered. With precise research questions, this study further outlined the future research agenda.

The scope of this study is restricted to English-language journal articles appearing in sources that are Scopus-indexed. A variety of databases, including Dimensions and the Web of Science, as well as expanding the investigated units, could be used in future research. Future studies might center on the systematic review of publications published on certain topics, whereas this study only focused on bibliometric analysis and research streams.

Despite the fact that Islamic banking is a fascinating topic for research, as far as the authors’ knowledge, this study is the first bibliometric analysis of Islamic banking windows. The five research streams identified in this study also offer numerous potential research topics in a unique way.