Background: Zakat is an important Islamic socio-economic instrument for reducing inequality and improving welfare. However, zakat institutions in Nigeria, particularly in Jigawa State, still face challenges in efficiency, transparency, outreach, and distribution effectiveness. Although digital transformation and marketing approaches are widely discussed, limited studies examine their structured application in zakat governance in Nigeria.
Methods: This study uses a qualitative case study approach combined with a literature review. The analysis focuses on zakat practices in Jigawa State and relevant literature on Islamic social finance, digital marketing, and governance transformation. Data are analyzed using thematic analysis.
Results: Findings indicate that digital marketing tools such as online donation platforms, social media, and digital campaigns improve zakat awareness, donor participation, and institutional transparency. These tools also enhance fundraising efficiency and support more targeted zakat distribution.
Discussion: Digital marketing integration reflects a shift toward technology-driven zakat governance. However, its implementation is constrained by the digital divide, limited infrastructure, and low digital literacy, especially in rural areas.
Conclusion: Digital marketing can enhance zakat governance by improving efficiency, transparency, and distribution effectiveness in Jigawa State. Institutional readiness and digital inclusion are essential for sustainable impact.
Novelty: This study proposes a governance-oriented framework for integrating digital marketing into zakat management in Nigeria, emphasizing institutional transformation rather than simple technological adoption.
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