The persuasiveness of celebrity Muslim preachers on social media: the ELM perspective

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 (Unpublished)

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Abstract

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.

Item Type:	Proceeding Paper (Slide Presentation)
Uncontrolled Keywords:	Celebrity Muslim preachers; central route; Elaboration Likelihood Model (ELM); peripheral route; persuasion; social media
Subjects:	B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc > BP1 Islam > BP174 The Practice of Islam > BP185.7 Mass media and telecommunication in Islam H Social Sciences > H Social Sciences (General) P Language and Literature > P Philology. Linguistics > P87 Communication. Mass media
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication Kulliyyah of Islamic Revealed Knowledge and Human Sciences
Depositing User:	Dr Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen
Date Deposited:	23 Nov 2023 16:31
Last Modified:	23 Nov 2023 16:31
URI:	http://irep.iium.edu.my/id/eprint/108287

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