Social media influencers and sadaqah contribution among university students: case of International Islamic University Malaysia

Ariffin, Muhammad Irwan and Nasaruddin, Muhammad Ghazi Zufar and Ahsan, Yusuf Maulana and Ameer, Abdulbarry Sharief Sultan (2025) Social media influencers and sadaqah contribution among university students: case of International Islamic University Malaysia. Review of Islamic Social Finance and Entrepreneurship, 4 (2). pp. 124-140. E-ISSN 2963-847X

PDF - Published Version Download (6MB)

Abstract

Purpose – This study examines how social media influencers shape students’ willingness to engage in sadaqah (voluntary charity) at the International Islamic University Malaysia (IIUM), using the theory of planned behavior (TPB) as the guiding framework. Methodology – A mixed-methods design was employed, combining a survey of 150 students with semi-structured interviews with three influencers active in charitable campaigns. A descriptive analysis of TPB constructs (attitude, subjective norm, perceived behavioral control, and behavioral intention) was conducted alongside thematic analysis of the interview data. Findings – Students reported high exposure to influencer-promoted campaigns, particularly on Instagram and TikTok. Attitudes toward sadaqah were positive, and subjective norms were influential, as many felt encouraged to donate when their peers participated. However, financial constraints and trust-related concerns limit donations and underscore perceived behavioral control as a barrier. Influencers have highlighted the importance of emotional storytelling, transparency, and alignment with Islamic values in motivating contributions. Implications – Campaigns should pair credible, value-congruent influencers with platforms that have clear Shariah governance, transparent fund allocation, and visible verification to build trust; lower behavioral frictions through micro and recurring donation options, simple payment flows, and salient security cues; and leverage subjective norms by embedding peer-sharing prompts and social proof. Universities and NGOs can co-create cause-fit content with emotional storytelling and real-time impact updates to convert intentions into actual donations. Originality – This study is among the first to explore influencer-led sadaqah campaigns in Malaysia by integrating TPB with insights from Islamic social finance and digital philanthropy

Item Type:	Article (Journal)
Uncontrolled Keywords:	Social media influencers, Sadaqah, Islamic social finance, Youth giving, Theory of planned behavior
Subjects:	BPH Islamic Economics H Social Sciences > HC Economic History and Conditions > HC79 Special topics. Including air pollution, consumer demands,famines, flow of fund etc H Social Sciences > HG Finance > HG3368 Islamic Banking and Finance H Social Sciences > HM Sociology > HM1106 Interpersonal relations. Social behavior H Social Sciences > HM Sociology > HM1176 Social influence. Social pressure
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Economics
Depositing User:	Muhammad Irwan Ariffin
Date Deposited:	07 Oct 2025 17:15
Last Modified:	07 Oct 2025 17:15
URI:	http://irep.iium.edu.my/id/eprint/123568

Actions (login required)

View Item