The Diffusion of Digital Da'wah Innovation in Contemporary Islamic Communication

The rapid proliferation of digital da'wah (Islamic preaching) constitutes a significant innovation in contemporary Islamic communication, transforming how religious messages are produced, disseminated, and consumed. This study investigates the diffusion patterns of this innovation. This article aims to analyze the spread of digital da'wah innovations through new media platforms and understand their reception within contemporary Indonesian Muslim society, utilizing Everett Rogers' Diffusion of Innovation (DoI) theory as the primary analytical framework. This research employs a qualitative approach, specifically a literature review method. Data was systematically collected from recent scholarly journals, books, and other relevant publications focusing on digital da'wah, Islamic communication, new media adoption in Indonesia, and Rogers' DoI theory. Thematic analysis and theoretical application were used to interpret the findings. The study reveals that the diffusion of digital da'wah is significantly influenced by its perceived relative advantage (e.g., accessibility, reach), compatibility with existing socio-religious values, and the observability of its impact. Communication channels, particularly social media (YouTube, Instagram, TikTok), play a crucial role, alongside the influence of religious opinion leaders and digital influencers. Adopter categories range from innovators embracing novel platforms to laggards showing resistance. The innovation-decision process is shaped by digital literacy, exposure to moderate narratives, and the challenges of misinformation. Digital da'wah has a profound impact on contemporary Islamic communication, offering opportunities for promoting religious moderation and facilitating social transformation, but also posing challenges related to content credibility and digital divides. The DoI theory provides a robust framework for understanding these dynamics, offering insights for da'i, policymakers, and platform developers tofoster a more inclusive and constructive digital religious sphere