Da’wah on the Social Media: The Youth Engagement in Digital Islamic Content

Muna Hajar Roslan, Siti Zafrina Mohd Zahari and Mohamad Zulkifli Abdul Ghani
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Muna Hajar Roslan: Academy of Contemporary Islamic Studies, Universiti Teknologi MARA (UiTM), Pahang Branch, Malaysia
Siti Zafrina Mohd Zahari: Academy of Contemporary Islamic Studies, Universiti Teknologi MARA (UiTM), Pahang Branch, Malaysia
Mohamad Zulkifli Abdul Ghani: Department of Da’wah and Leardership, Faculty of Islamic Studies, National University of Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 1161-1174

Abstract: This systematic review examines the evolution and effectiveness of Islamic preaching (da’wah) strategies on Instagram, focusing specifically on youth engagement patterns from 2018 to 2022. Through rigorous analysis of 24 peer-reviewed articles selected from major academic databases (SCOPUS, Web of Science, and Google Scholar), this study identifies key success factors in digital religious communication targeting younger demographics. The research employs the PRISMA protocol for systematic review, incorporating both qualitative and quantitative analysis methods. Findings reveal that successful youth-oriented Islamic preaching on Instagram is characterized by three primary elements: (1) strategic content planning (engagement rate higher with structured approaches), (2) creative visual presentation (interaction rates increased multimedia content), and (3) culturally contextualized messaging. This study contributes to the growing body of literature on digital religious communication by providing empirical evidence of effective engagement strategies and proposing a framework for evaluating digital da’wah impact.

Date: 2025
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