Toward an Islamic Public Relations Theory (IPRT): A critical/cultural analysis of religious instagram posts of Islamic banks in Kuwait

Through critical analysis of 413 religious Instagram posts from five Kuwaiti Islamic banks, this study employed the cultural-economic model (CEM) to highlight the public relations functions, Islamic value orientations, communication delivery styles, and message appeals in Instagram posts. The study found banks used Instagram primarily for social responsibility, community engagement, interactive, and religious propagation functions. The posts reflected an orientation toward seven key Islamic values: respect for religious authority, affinity with the past, fatalism, communal kinship, attachment to eternal life, spirituality and worship, and finally morality and idealism. The communication delivery styles observed in the posts varied, incorporating Qur’anic verses, Hadith (sayings and actions of the Prophet Mohammed), as well as references to narratives, lived experiences, and various forms of action. The research identified a wide range of appeals, including religious rewards, social and moral appeals, nostalgia, fear, guilt, and testimonials. These findings offer foundational insights for the development of an Islamic Public Relations Theory (IPRT), contributing to the scholarly discourse and providing practical implications for public relations practitioners in an Arab context.