SDHC-X Framework: AI-Enhanced Strategic Digital Halal Communication Excellence for MARA-Supported Halal SMEs

About the Project

The SDHC-X Framework: AI-Enhanced Strategic Digital Halal Communication Excellence for MARA-Supported Halal SMEs is a proposed strategic framework designed to strengthen digital communication and halal branding among small and medium-sized enterprises (SMEs) supported by Majlis Amanah Rakyat (MARA). Despite the growing importance of digital platforms in business development, halal SMEs may face challenges in implementing consistent digital communication strategies, developing engaging content, utilising digital technologies, and building consumer trust in competitive halal markets. To address these challenges, the SDHC-X Framework integrates strategic communication principles, digital content development, multi-platform engagement, artificial intelligence (AI)-enhanced tools and insights, halal brand reputation, and continuous evaluation into a structured approach. The framework aims to provide practical guidance for halal SMEs in planning, implementing, and evaluating digital communication activities while maintaining alignment with halal values and business objectives. Its proposed innovation lies in integrating AI-supported digital communication with the specific branding and communication needs of MARA-supported halal SMEs. As the framework is currently at the development stage, its effectiveness and practical applicability have yet to be empirically validated. Future validation involving industry practitioners and relevant experts is proposed to assess its relevance, usability, and potential contribution to digital communication capabilities and sustainable business development in the halal industry.