REEXAMINING THE METHODOLOGY OF DA'WAH UTILISED BY PROPHET MUHAMMAD (PEACE BE UPON HIM) WITHIN THE CONTEXT OF SOCIAL MEDIA: A CONTEMPORARY PERSPECTIVE

The objective of this study is to examine the contemporary approaches to Da'wah methodology in Malaysia. This study undertook an examination of the impact of social media platforms on conversion rates within the context of the Da'wah methodology. The use of a quantitative approach is implemented through the application of a cross-sectional research design. A questionnaire survey was devised to gather data from Islamic scholars residing in Malaysia. Questionnaires were disseminated to Islamic scholars using social media platforms. A total of 155 valid responses were collected to investigate the impact of social media on conversion rates. The study focused on various factors including content type, frequency of exposure, duration of exposure, and follow-up interactions. The findings obtained from the application of Structural Equation Modelling (SEM) indicate that social media platforms play a significant role in increasing the conversion rate of individuals from different religious backgrounds to Islam. The impact of social media on content type, frequency of exposure, duration of exposure, and follow-up interactions is generally perceived as positive, as it tends to enhance the likelihood of conversion rates. This research holds practical significance for Islamic scholars seeking to enhance conversion rates using diverse social media platforms.