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Da’wah Communication and Social Media: The Interpretation of Millennials in Southeast Asia

Rizki Briandana, Caturida Meiwanto Doktoralina, Shahir Akram Hassan and Wan Norhaniza Wan Hasan

International Journal of Economics & Business Administration (IJEBA), 2020, vol. VIII, issue Special 1, 216-226

Abstract: Purpose: The purpose of this study is to analyse the perspectives of millennials interpreting da’wah communication through social media. The presence of new media in digital platforms has become an alternative medium for accessing information and entertainment. Design/Methodology/Approach: The study uses a case study methodology with in-depth interviews as the method of data collection. A total of nine audiences were informants from Indonesia, Malaysia, and Brunei. Findings: The results indicate that the flexible quality of the social media entrenched in YouTube enables its audiences – especially the millennials – to see and listen to preachers or study da’wah in any location at any time. Practical Implications: The study can contribute to promoting Islamic development in social media, e.g., YouTube channel. Originality/Value: This study contributes to compiles prior research and contributes among other digital media; YouTube has become a famous source of information. In light of the current media development, Da'i (a person engaging in da’wah) can use YouTube as a means of preaching (da’wah) and YouTube becomes an alternative media for millennials with a wide selection of proselytizing video content.

Keywords: Communication; information and knowledge; marketing; promotion. (search for similar items in EconPapers)
JEL-codes: D8 M15 M21 N30 (search for similar items in EconPapers)
Date: 2020
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Handle: RePEc:ers:ijebaa:v:viii:y:2020:i:special1:p:216-226