The Effectiveness of Collaborative Da’wah Management between Ulama and Muslim Influencers in the Digital Era

Abstract

This study explores the effectiveness of collaborative da’wah management between ulama (traditional scholars) and Muslim influencers in the digital era. The research is motivated by the growing influence of social media on religious communication and the need to balance traditional authority with modern digital engagement. Using a qualitative descriptive method, data were collected through interviews, observations, and document analysis, focusing on joint initiatives on platforms such as YouTube, Instagram, and TikTok. The findings reveal that collaboration enhances da’wah credibility, relatability, and audience reach by combining the theological authority of ulama with the communication skills and digital presence of influencers. Key factors contributing to effectiveness include trust, authenticity, and content relevance, which together shape positive audience perceptions. However, challenges such as differences in communication style, risks of commercialization, conflicts between traditional interpretations and popular content, and public criticism remain obstacles to sustainable collaboration. The study also identifies generational differences, with younger audiences showing high acceptance of these partnerships while older audiences remain cautious. The research concludes that structured da’wah management strategies such as formal frameworks, content guidelines, training, audience segmentation, and evaluation systems are essential to maximize effectiveness. Overall, the study highlights collaborative da’wah as a transformative model of Islamic communication that can strengthen literacy, tolerance, and positive religious engagement in contemporary Muslim societies.