MUSLIM GENERATION Z IN THE DIGITAL AGE: HOW MUSLIM GEN Z ENHANCES THEIR SELF-BRAND WITH INTERACTIVE CONTENT ON SOCIAL MEDIA

Abstract

Muslims Generation Z are growing up in the digital age, giving them a great opportunity to build their personal brands through social media. This study aims to understand how Muslims Gen Z use interactive content such as surveys, Q&A sessions, Islamic challenges, and digital collaborations to enhance their personal, professional, and religious self-image. The aim is to investigate whether by integrating personal branding theory, interactive media, and Islamic values, this study identifies strategies and challenges in designing content that is in line with Islamic principles. This study uses a qualitative methodology with a case study approach and in-depth interviews with Muslims Gen Z who have successfully built personal branding through social media. The findings of this study provide practical guidance for Muslims Gen Z on the creative and ethical use of social media and enrich the literature on the role of interactive content in the development of young Muslims' digital identities. Muslim Generation Z uses social media not only to express their identities but also to creatively express their religious beliefs. According to this study, using interactive features on platforms like Instagram, TikTok, YouTube enables them to create more meaningful connections with viewers and, consequently, strengthens their credibility as Muslims.