Malezya'daki Ünlü Müslüman Vaizlerin Sosyal Medya Paylaşımlarında İkna Ediciliğin Öncüllerinin İncelenmesi

Yıl 2024, Sayı: Special Issue 1, 1 - 16, 28.11.2024

Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen , Aini Maznina A Manaf

https://doi.org/10.47951/mediad.1525791

Öz

İletişim teknolojisinin sürekli olarak gelişmesi, dini mesajların sosyal medyada sunulma biçimini de dönüştürmüştür. Özellikle ünlü Müslüman vaizler, çeşitli sosyal medya araçlarını (reels, hikayeler ve canlı yayınlar gibi) kullanarak takipçileriyle kolayca etkileşim kurabilir ve davet (tebliğ) içerikleri üretebilir hale gelmiştir. Malezya’da bazı vaizler, milyonlarca takipçisi bulunan ve mesajlarının beğenildiği, paylaşıldığı ve yeniden gönderildiği ünlü kişiler haline gelmiştir. Ancak, ünlü Müslüman vaizlerin sosyal medyada paylaştıkları dini mesajların ikna ediciliğine katkıda bulunan faktörler nelerdir? Elaboration Likelihood Modeli (ELM), mesajların ikna ediciliğini alıcı tarafından nasıl işlendiğine bağlı olarak incelemektedir. Bu doğrultuda, ELM’ye dayalı hipotezler test edilmiştir. Bu nicel çalışma, Malezya’da 423 üniversite öğrencisiyle yapılan kesitsel bir anket tasarımı kullanmıştır. Araştırma aracı Google Form ile oluşturulmuş ve çevrimiçi olarak katılımcılara dağıtılmıştır. Ankete katılabilmek için katılımcıların en az bir ünlü Müslüman vaizi sosyal medyada takip etmesi gerekmektedir. Aracılama ve düzenlenmiş aracılama modelleri (model 4 ve 7), PROCESS makrosu kullanılarak test edilmiştir. Bu çalışma genel olarak ELM’yi destekleyen bazı bulgular sunmuştur; argüman kalitesi hem davet mesajlarına inanmayı hem de paylaşım niyetini öngörmüştür. İnanma, argüman kalitesi ile paylaşım niyeti arasındaki ilişkiyi aracı bir değişken olarak etkilemiştir. Ancak, kişisel katılım, argüman kalitesi ile inanma aracılığıyla paylaşım niyeti arasındaki ilişkiyi düzenleyici bir faktör olarak etkilememiştir. Bu bulguların ELM ve sosyal medyada dini mesajların ikna ediciliği üzerindeki etkileri tartışılmıştır.

Anahtar Kelimeler

Ünlü Müslüman Vaizler, Davet, Detaylandırma Olasılık Modeli, İkna, Sosyal Medya

Examining the Antecedents of the Persuasiveness of Social Media Posts by Celebrity Muslim Preachers in Malaysia

Öz

As communication technology continues to evolve, this has also revolutionized how religious messages are presented on social media, particularly for celebrity Muslim preachers. They can easily connect with their followers and create da’wah messages using various social media tools, such as reels, stories, and live streams. In Malaysia, some preachers have become instant celebrities, with millions of followers who are willing to like, reshare and repost their messages. What factors though contribute to the persuasiveness of religious messages posted on social media by celebrity Muslim preachers? Elaboration likelihood model (ELM) examines the persuasiveness of messages based on how they are processed by the recipient. Accordingly, hypotheses were tested based on ELM. This quantitative study employed a cross-sectional survey design with 423 university students in Malaysia. The research instrument was constructed using Google Form and distributed online among the survey respondents. They must follow at least one celebrity Muslim preacher on social media to participate in the study. Mediation and moderated mediation models (model 4 and 7) were tested using the PROCESS macro. Overall, this study provided some support for ELM; argument quality predicted both belief in da’wah messages and sharing intent. Belief mediated the relationship between argument quality and sharing intent. However, personal involvement did not moderate the relationship between argument quality and sharing intent, through belief. Implications of these findings on ELM and the persuasiveness of religious messages on social media will be deliberated.

Anahtar Kelimeler

Celebrity Muslim Preachers, Da’wah, Elaboration Likelihood Model, Persuasion, Social Media

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