Transformation of Digital Da'wah in the Era of Artificial Intelligence: Analysis of Da'wah Communication Strategies on Social Media Platforms
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Abstract
The rapid development of digital technology and artificial intelligence has significantly transformed religious communication, particularly in the practice of Islamic preaching in social media environments. This study examines how artificial intelligence influences the transformation of digital da'wah, focusing on the communication strategies of preachers and their impact on the effectiveness of message delivery. The importance of this research lies in the growing reliance on algorithm-driven platforms, which reshape how religious messages are produced, distributed, and received by audiences. This study proposes that artificial intelligence positively influences the effectiveness of digital da'wah, both directly and indirectly through communication strategies, while ethical communication principles moderate this relationship. A quantitative explanatory approach was employed using survey data collected from 198 respondents consisting of digital content creators and audiences of online da'wah. The data were analyzed using structural equation modeling to examine relationships among variables. The results indicate that artificial intelligence significantly enhances communication strategies by enabling content personalization, audience analysis, and optimized message distribution. Communication strategies were found to play a crucial mediating role in improving audience engagement and understanding. Furthermore, ethical communication strengthens the relationship between artificial intelligence and da'wah effectiveness, ensuring that technological optimization remains aligned with religious values. These findings suggest that the effectiveness of digital da'wah is shaped by the integration of technology, strategic communication, and ethical principles. The study contributes to the development of communication and da'wah studies by proposing a multidimensional model in which artificial intelligence is not merely a tool but an influential component of the communication ecosystem. This research highlights the necessity for adaptive, data-driven, and ethically grounded communication strategies in the future of digital religious practices.
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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