DIGITAL DA'WAH AND ITS SOCIAL IMPACT: A QUALITATIVE STUDY OF MUSLIM CONTENT CREATORS

Abstract

This qualitative study examines the phenomenon of digital da'wah (Islamic proselytization) through the lens of Muslim content creators and their social impact on contemporary Muslim communities. Through in-depth interviews with 25 Muslim content creators across various digital platforms and thematic analysis of their content, this research explores how digital technologies have transformed traditional Islamic outreach methods and their implications for religious identity, community building, and social change. The findings reveal that digital da'wah operates through three primary mechanisms: accessibility enhancement, community formation, and cultural adaptation. Content creators navigate complex tensions between religious authenticity and digital engagement, while simultaneously addressing diverse audiences across generational, geographical, and sectarian boundaries. The study identifies significant social impacts including increased religious literacy among youth, democratization of Islamic knowledge, and the emergence of new forms of religious authority. However, challenges persist regarding content quality control, theological accuracy, and the commercialization of religious messaging. This research contributes to understanding the intersection of religion, media, and social transformation in the digital age, providing insights for religious leaders, policymakers, and digital platforms seeking to foster constructive online religious discourse