Examining Factors that Influence IIUM Students’ Involvement in Da’wah Activities via Social Media
Keywords:Social media involvement, Da'wah activities, Islamic content, Uses and gratification, Motives in social media use
The rapid development of new media and communication technology has revolutionised how da’wah is disseminated. Consuming and sharing Islamic content online has become a norm in the contemporary lifestyle of Muslims due to the advancement in social networking and communication technology. However, there are concerns with the credibility, reliability, and accuracy of religious information shared on social media. Communication scholars have long examined social media use among young adults and much of the focus has been on identifying different motives for using social media, and how social media use and intensity predicts motives for using social media. However, not many studies have focused on religious motives in using social media, and how it affects involvement in da’wah activities through social media. The quantitative approach was utilised, using a cross-sectional survey distributed online among IIUM students (N = 275). Overall, as predicted by the uses and gratification theory, social media involvement is positively correlated to motives for using social media. Those who were more involved in using social media were also more likely to engage in da’wah activities via social media. Findings also indicate that students who have more formal exposure to Islam are also more interested in online da’wah activities via social media. Finally, social interaction and informational motives in using social media lead to higher involvement in da’wah activities via social media. Based on the findings, specific suggestions to improve participation in da’wah activities using social media platforms are provided in this study.