The trend of hidden-content bundle clothing sales in live streaming platforms: Brunei Darussalam consumers’ perceptions from a Shariah perspective

Due to the growth of live streaming, e-commerce businesses have introduced innovative marketing strategies, including hidden-content bundle sales, in which consumers purchase products without prior knowledge of the exact contents. While such practices are widely accepted on platforms such as TikTok and Instagram Live, its raise important concerns regarding shariah compliance, particularly in relation to the principle of gharar (uncertainty). Limited research has examined public awareness of the shariah compliance, particularly within the context of Brunei Darussalam, where commercial activities are guided by the philosophy of Melayu Islam Beraja (MIB). This study is among the first to investigate Bruneian consumers' awareness and acceptance of hidden-content bundle sales from the perspective of the Islamic principle of gharar, thereby addressing an important gap in the literature on Shariah-compliant digital commerce. This study examines public awareness and acceptance of hidden-content bundle sales from a shariah perspective. Quantitative research was employed using an online survey questionnaire through Google Forms. Data from this study were analysed using IBM SPSS version 29. The findings revealed that most respondents were aware of the concept of gharar and recognized its connection to hidden content bundles. Consequently, results showed that individuals tend to accept hidden content bundles when qualities such as transparency, honesty, and buyer protection are ensured. It is expected that this study contributes to the literature and offer helpful insights in improving awareness of the practice of hidden-content bundle practices.