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Examining the antecedents of the persuasiveness of social media posts by celebrity Muslim preachers in Malaysia

As communication technology continues to evolve, this has also revolutionized how religious messages are presented on social media, particularly for celebrity Muslim preachers. They can easily connect with their followers and create da’wah messages using various social media tools, such as reels, st...

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Main Authors: Tengku Mohd Azzman, Tengku Siti Aisha, A. Manaf, Aini Maznina
Format: Article
Language:English
Published: Erciyes University, Turkey 2024
Subjects:
BL Religion
H Social Sciences (General)
H61.8 Communication of information
Online Access:http://irep.iium.edu.my/116272/1/10.47951-mediad.1525791-4112412.pdf
http://irep.iium.edu.my/116272/
https://dergipark.org.tr/en/pub/mediad
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spelling my.iium.irep.1162722024-12-03T03:09:50Z http://irep.iium.edu.my/116272/ Examining the antecedents of the persuasiveness of social media posts by celebrity Muslim preachers in Malaysia Tengku Mohd Azzman, Tengku Siti Aisha A. Manaf, Aini Maznina BL Religion H Social Sciences (General) H61.8 Communication of information As communication technology continues to evolve, this has also revolutionized how religious messages are presented on social media, particularly for celebrity Muslim preachers. They can easily connect with their followers and create da’wah messages using various social media tools, such as reels, stories, and live streams. In Malaysia, some preachers have become instant celebrities, with millions of followers who are willing to like, reshare and repost their messages. What factors though contribute to the persuasiveness of religious messages posted on social media by celebrity Muslim preachers? Elaboration likelihood model (ELM) examines the persuasiveness of messages based on how they are processed by the recipient. Accordingly, hypotheses were tested based on ELM. This quantitative study employed a cross-sectional survey design with 423 university students in Malaysia. The research instrument was constructed using Google Form and distributed online among the survey respondents. They must follow at least one celebrity Muslim preacher on social media to participate in the study. Mediation and moderated mediation models (model 4 and 7) were tested using the PROCESS macro. Overall, this study provided some support for ELM; argument quality predicted both belief in da’wah messages and sharing intent. Belief mediated the relationship between argument quality and sharing intent. However, personal involvement did not moderate the relationship between argument quality and sharing intent, through belief. Implications of these findings on ELM and the persuasiveness of religious messages on social media will be deliberated. Erciyes University, Turkey 2024-11-28 Article PeerReviewed application/pdf en cc_by_nd http://irep.iium.edu.my/116272/1/10.47951-mediad.1525791-4112412.pdf Tengku Mohd Azzman, Tengku Siti Aisha and A. Manaf, Aini Maznina (2024) Examining the antecedents of the persuasiveness of social media posts by celebrity Muslim preachers in Malaysia. Journal of Media and Religion Studies, Special Issue 1. pp. 1-16. ISSN 2636-8811 E-ISSN 2636-8811 https://dergipark.org.tr/en/pub/mediad
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic BL Religion
H Social Sciences (General)
H61.8 Communication of information
spellingShingle BL Religion
H Social Sciences (General)
H61.8 Communication of information
Tengku Mohd Azzman, Tengku Siti Aisha
A. Manaf, Aini Maznina
Examining the antecedents of the persuasiveness of social media posts by celebrity Muslim preachers in Malaysia
description As communication technology continues to evolve, this has also revolutionized how religious messages are presented on social media, particularly for celebrity Muslim preachers. They can easily connect with their followers and create da’wah messages using various social media tools, such as reels, stories, and live streams. In Malaysia, some preachers have become instant celebrities, with millions of followers who are willing to like, reshare and repost their messages. What factors though contribute to the persuasiveness of religious messages posted on social media by celebrity Muslim preachers? Elaboration likelihood model (ELM) examines the persuasiveness of messages based on how they are processed by the recipient. Accordingly, hypotheses were tested based on ELM. This quantitative study employed a cross-sectional survey design with 423 university students in Malaysia. The research instrument was constructed using Google Form and distributed online among the survey respondents. They must follow at least one celebrity Muslim preacher on social media to participate in the study. Mediation and moderated mediation models (model 4 and 7) were tested using the PROCESS macro. Overall, this study provided some support for ELM; argument quality predicted both belief in da’wah messages and sharing intent. Belief mediated the relationship between argument quality and sharing intent. However, personal involvement did not moderate the relationship between argument quality and sharing intent, through belief. Implications of these findings on ELM and the persuasiveness of religious messages on social media will be deliberated.
format Article
author Tengku Mohd Azzman, Tengku Siti Aisha
A. Manaf, Aini Maznina
author_facet Tengku Mohd Azzman, Tengku Siti Aisha
A. Manaf, Aini Maznina
author_sort Tengku Mohd Azzman, Tengku Siti Aisha
title Examining the antecedents of the persuasiveness of social media posts by celebrity Muslim preachers in Malaysia
title_short Examining the antecedents of the persuasiveness of social media posts by celebrity Muslim preachers in Malaysia
title_full Examining the antecedents of the persuasiveness of social media posts by celebrity Muslim preachers in Malaysia
title_fullStr Examining the antecedents of the persuasiveness of social media posts by celebrity Muslim preachers in Malaysia
title_full_unstemmed Examining the antecedents of the persuasiveness of social media posts by celebrity Muslim preachers in Malaysia
title_sort examining the antecedents of the persuasiveness of social media posts by celebrity muslim preachers in malaysia
publisher Erciyes University, Turkey
publishDate 2024
url http://irep.iium.edu.my/116272/1/10.47951-mediad.1525791-4112412.pdf
http://irep.iium.edu.my/116272/
https://dergipark.org.tr/en/pub/mediad
_version_ 1817841087266422784
score 13.234276

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