The persuasiveness of celebrity Muslim preachers on social media: the ELM perspective
As new media and communication technology evolve, it has revolutionised how Muslim preachers convey da’wah to their fellow Muslims. Social media platforms allow Muslim preachers to connect with their follower and create da’wah messages using various tools such as reels, live streams, and hashtags. S...
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my.iium.irep.1082872023-11-23T08:31:04Z http://irep.iium.edu.my/108287/ The persuasiveness of celebrity Muslim preachers on social media: the ELM perspective Tengku Mohd Azzman, Tengku Siti Aisha A. Manaf, Aini Maznina Fadzil, Nurfarhanis BP185.7 Mass media and telecommunication in Islam H Social Sciences (General) P87 Communication. Mass media As new media and communication technology evolve, it has revolutionised how Muslim preachers convey da’wah to their fellow Muslims. Social media platforms allow Muslim preachers to connect with their follower and create da’wah messages using various tools such as reels, live streams, and hashtags. Some preachers have become instant celebrities, with millions of followers who are willing to share and repost their content. To what extent though, are their messages persuasive? Accordingly, four hypotheses were predicted for the study based on the elaboration likelihood model (ELM). This study is quantitative, with a cross-sectional online survey design. The survey instrument was distributed among university students who follow celebrity Muslim preachers on social media (N = 423). PROCESS macro was used to test the mediating and moderated mediation model (model 4 and 7). This study did provide some support for ELM; argument quality predicted both belief in da’wah messages and intention to share. Belief also mediated the relationship between argument quality and intention to share. However, personal relevance did not moderate the relationship between argument quality and intention to share, through belief. Implications of these findings on ELM and the persuasiveness of online messages among Muslim social media users will be deliberated. 2023-11-14 Proceeding Paper NonPeerReviewed application/pdf en http://irep.iium.edu.my/108287/1/Certificate_MENTION.JPG application/pdf en http://irep.iium.edu.my/108287/2/Acceptance_AP%20TSA.pdf application/pdf en http://irep.iium.edu.my/108287/13/108287_The%20persuasiveness%20of%20celebrity%20Muslim%20preachers.pdf Tengku Mohd Azzman, Tengku Siti Aisha and A. Manaf, Aini Maznina and Fadzil, Nurfarhanis (2023) The persuasiveness of celebrity Muslim preachers on social media: the ELM perspective. In: MENTION 2023, 14-16th November 2023, Faculty of Social Sciences and Humanities, UKM. (Unpublished) |
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BP185.7 Mass media and telecommunication in Islam H Social Sciences (General) P87 Communication. Mass media Tengku Mohd Azzman, Tengku Siti Aisha A. Manaf, Aini Maznina Fadzil, Nurfarhanis The persuasiveness of celebrity Muslim preachers on social media: the ELM perspective |
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As new media and communication technology evolve, it has revolutionised how Muslim preachers convey da’wah to their fellow Muslims. Social media platforms allow Muslim preachers to connect with their follower and create da’wah messages using various tools such as reels, live streams, and hashtags. Some preachers have become instant celebrities, with millions of followers who are willing to share and repost their content. To what extent though, are their messages persuasive? Accordingly, four hypotheses were predicted for the study based on the elaboration likelihood model (ELM). This study is quantitative, with a cross-sectional online survey design. The survey instrument was distributed among university students who follow celebrity Muslim preachers on social media (N = 423). PROCESS macro was used to test the mediating and moderated mediation model (model 4 and 7). This study did provide some support for ELM; argument quality predicted both belief in da’wah messages and intention to share. Belief also mediated the relationship between argument quality and intention to share. However, personal relevance did not moderate the relationship between argument quality and intention to share, through belief. Implications of these findings on ELM and the persuasiveness of online messages among Muslim social media users will be deliberated. |
format |
Proceeding Paper |
author |
Tengku Mohd Azzman, Tengku Siti Aisha A. Manaf, Aini Maznina Fadzil, Nurfarhanis |
author_facet |
Tengku Mohd Azzman, Tengku Siti Aisha A. Manaf, Aini Maznina Fadzil, Nurfarhanis |
author_sort |
Tengku Mohd Azzman, Tengku Siti Aisha |
title |
The persuasiveness of celebrity Muslim preachers on social media: the ELM perspective |
title_short |
The persuasiveness of celebrity Muslim preachers on social media: the ELM perspective |
title_full |
The persuasiveness of celebrity Muslim preachers on social media: the ELM perspective |
title_fullStr |
The persuasiveness of celebrity Muslim preachers on social media: the ELM perspective |
title_full_unstemmed |
The persuasiveness of celebrity Muslim preachers on social media: the ELM perspective |
title_sort |
persuasiveness of celebrity muslim preachers on social media: the elm perspective |
publishDate |
2023 |
url |
http://irep.iium.edu.my/108287/1/Certificate_MENTION.JPG http://irep.iium.edu.my/108287/2/Acceptance_AP%20TSA.pdf http://irep.iium.edu.my/108287/13/108287_The%20persuasiveness%20of%20celebrity%20Muslim%20preachers.pdf http://irep.iium.edu.my/108287/ |
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1783876128695386112 |
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13.160551 |