An exploratory insight into religion based communication in Islamic financial institutions

Purpose This study aims to explore the phenomenon of Islamic religious communication and how Islamic banks in Pakistan use religion-based communication, along with its expected outcomes. Design/methodology/approach Transcendental phenomenology approach is opted using a multi-stage data collection strategy consisting of observations, documentary reviews and semi-structural interviews to get deep into the phenomenon in a particular context. Findings Findings highlight Islamic religious communication as workplace Islamic da’wah that is majorly categorized into compulsive da’wah , objectics da’wah and impulsive da’wah , serving its role in bringing spirituality to work through work-faith integration. Research limitations/implications The finding of the study can be used in planning, formulating and implementing Islamic da’wah -based model to induce spirituality at work. Originality/value This study is the first of its type exploring Islamic da’wah in an organizational context as a mean to bring spirituality at work.