Public relations and religion: a content analysis of Instagram posts by Islamic banks in Kuwait

Purpose This study aims to explore the influence of Islamic value orientations on public relations conducts on Instagram accounts of five Islamic banks in Kuwait. It specifically looks at the influence of orientations on public relations functions as well as message delivery styles and communication appeals meant for communication in the Instagram accounts. Design/methodology/approach This study adopts Grunig and Hunt’s Four Models of Public Relations to evaluate how the posts fulfill various public relations functions. It also uses Kent and Taylor’s dialogic theory to assess public engagement with these religious posts. The study uses content analysis and personal interviews as methods of data collection. Findings The content analysis of 1,226 religious Instagram posts and personal interviews from five Kuwaiti Islamic banks indicated that the banks primarily used Instagram for community relations, followed by informational, marketing and interactive functions. The posts reflected an orientation toward seven key Islamic values, with a focus on spirituality and worship, followed by fatalism and communal kinship. Communication delivery styles in the posts varied, with the most common citing of Koranic verses and Hadith (sayings and deeds of Prophet Mohammed), followed by references to human activities. The most frequent appeals included financial and religious rewards, informational content and social messages. Posts incorporating interactive features or offering financial rewards were most effective for audience engagement. Research limitations/implications This study is limited to Instagram content from five Kuwaiti Islamic banks, which may not fully represent the practices of Islamic financial institutions in other countries or across different social media platforms. Future research could expand the sample to include multiple nations, additional platforms and longitudinal data to strengthen generalizability and theoretical development. Practical implications The findings offer valuable insights for public relations practitioners in Islamic financial institutions to align communication strategies with Islamic values while enhancing audience engagement. By integrating interactive and faith-based content, practitioners can strengthen community trust, improve brand reputation and apply the proposed Islamic public relations theory (IPRT) as a practical framework for ethical and effective communication. Social implications This study highlights the role of Islamic banks in promoting social cohesion, moral values and community engagement through faith-driven communication. By integrating Islamic principles into digital media strategies, banks can foster stronger relationships with the public, encourage ethical financial behavior and contribute to the broader social and spiritual development of Muslim communities. Originality/value This study develops an IPRT that can replace Western public relations theories to provide practical guidelines for public relations professionals as well as educators at university level in the Muslim world.