The Role of Da'wah Communication Management in Enhancing Youth Engagement in Religious Activities
DOI:
https://doi.org/10.63738/aslama.v3i3.92Keywords:
Communication Management, Dakwah, Younger Generation, Social Media, EngagementAbstract
The younger generation faces significant challenges regarding engagement in religious activities during the digital era. This study aims to analyze the role of *dakwah* (Islamic outreach) communication management in enhancing youth engagement through social media and in-person lectures. Employing a literature review and empirical analysis—specifically a case study of a modern Indonesian *dakwah* organization—the research identifies effective communication strategies. Integrated Marketing Communication (IMC) theory and Stakeholder Engagement Theory serve as the analytical framework. The results demonstrate that a combination of social media strategies (interactive content, storytelling, and two-way engagement) and in-person lectures (personal approaches, contextual relevance, and community building) significantly boosts youth engagement in religious activities. Key findings indicate that structured *dakwah* communication management, adapted to the media preferences of the younger generation, offers an effective solution. This study provides practical contributions for *dakwah* organizations and serves as an academic reference for future research on contemporary *dakwah* communication.
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