THE RELATIONSHIP BETWEEN SOCIAL MEDIA CAMPAIGNS AND ZAKAT DONATION INCREASES

Abstract

This study examines the relationship between social media campaigns and increased zakat donations in Islamic philanthropic institutions. The main objective is to analyze how social media activities influence donor awareness, trust, and intention to pay zakat through digital Platforms. A quantitative research approach is employed using survey data collected from zakat donors who actively engage with social media. In addition, secondary data on zakat collection performance before and after campaign implementation are analyzed to support the findings. Data are examined using descriptive statistics and multiple regression analysis. The results demonstrate a positive and significant relationship between social media campaigns and zakat donation growth. Campaign effectiveness is strongly influenced by content relevance, religious messaging, transparency in fund utilization, and interactive engagement with donors. Furthermore, donor trust is found to play a mediating role in transforming social media exposure into actual zakat contributions. These findings highlight the importance of credibility in digital fundraising efforts. The study concludes that well designed social media campaigns can effectively enhance zakat fundraising performance by strengthening public engagement and institutional trust. Therefore, Islamic philanthropic organizations are encouraged to strategically utilize social media as a Primmary communication and fundraising instrument to ensure sustainable growth of zakat collection nationwide.