ONLINE READING PREFERENCE AND BUDDHISM CONTENT IN MALAYSIA: A CASE STUDY ON DHARMA DRUM MOUNTAIN BUDDHIST CENTRE MALAYSIA FACEBOOK PAGE

Online reading preferences encompass the reading materials favoured by readers, for which they invest considerable effort and time, indulging themselves in the act of reading. In this context, readers enjoy complete freedom to choose content that captivates their interest the most. In Malaysia, numerous Buddhist Facebook pages curate content to engage readers, offering a variety of materials such as Buddhist teachings, article sharing, Buddhist hymns, and more. This study specifically focuses on the Dharma Drum Malaysia Facebook Page as a case study to explore the online reading preferences of its readers. Employing a quantitative survey involving 116 respondents, the researchers utilized content analysis to observe the "likes" and "shares" of the content. The findings revealed a positive relationship between online reading preferences and Buddhist content. This research holds significant value as it serves as a reference for the organization to further develop and tailor its content to better cater to the preferences of its readers, fostering a stronger and more engaging online community.