The Study on Zakat Collection Through Social Media Marketing: The Case of Johor

Zakat is a religious practice where Muslims donate part of their wealth to those in need.It is a mandatory responsibility imposed on financially capable Muslims as outlined in the five pillars of Islam: faith, prayer, fasting, zakat and hajj.Thus, this study highlights the Johor Islamic Religious Council (MAINJ) in providing information and awareness on zakat to the communities by continuing the use of social media as a reliable marketing strategy for zakat collection activities in the case of Johor State.A qualitative case study research design using document analysis has been used in this study.The findings have shown that during the COVID-19 pandemic lockdown in 2020 and 2021, there has been an increase in zakat collection among Muslims in Johor and shown the highest collection for the past five years.This statistically shows that the Muslim community has a high awareness of paying zakat.This has found that, MAINJ is continuously making announcements and promotions on zakat through its official Facebook, Instagram, YouTube, and TikTok channels.These social media channels provided by MAIJ have been able to provide accurate input and information about zakat while also providing opportunities to pay zakat online via designated online payment platforms -eMAIJ, MyEG, SnapNPay and FPX.In the future, the Twitter platform will be considerably used by MAINJ to expand their prospects in the zakat collection among corporate organization and private agencies.