Zakat Fundraising Via Instagram: How Does It Advantageous for Zakat Institutions?
DOI:
https://doi.org/10.62265/jcaip.v1i2.41Keywords:
Awareness; Fundraising; Instagram; Muzakki; Social Media.Abstract
Purpose: The digital transformation of zakat institutions emerges as a crucial concern. The aim of this research is to analyze the impact of Instagram social media marketing on fundraising in BAZNAS Kota Yogyakarta. Methodology: This research adopts a descriptive qualitative methodology in conjunction with content analysis. The data was gathered by documentation and in-depth interviews to the head of fundraising, Instagram admin, and five Instagram followers. Findings: The findings indicate that Instagram is advantageous for Zakat institution to increased fund growth, a rise in the number of muzakki, building institutional image, increasing muzakki awareness, and as a means of Islamic da'wah platform to increase followers' knowledge about zakat, infaq, and shodaqoh. The positive outcomes observed at BAZNAS Kota Yogyakarta from using Instagram marketing led to the conclusion that this platform can effectively serve as a medium for collecting zakat, infaq, and shodaqoh funds for Islamic philanthropic institutions like BAZNAS.
References
Abdullah, Z., Mohd Sharif, M. H., Saad, R. A. J., Mohd Ariff, A. H., Md Hussain, M. H., & Mohd Nasir, M. H. (2023). Zakat institutions’ adoption of social media. Journal of Islamic Accounting and Business Research. https://doi.org/10.1108/JIABR-01-2022-0013.
Abdulsalam Ahmed Sawmar, A. A. S. (2021). How Governance Practices Influence Mandatory Zakāh Payment in Saudi Arabia. Journal of King Abdulaziz University Islamic Economics, 34(1), 3–24. https://doi.org/10.4197/Islec.34-1.1.
Ahmad, R. A. R., Othman, A. M. A., & Salleh, M. S. (2015). Assessing the Satisfaction Level of Zakat Recipients Towards Zakat Management. Procedia Economics and Finance, 31, 140–151. https://doi.org/10.1016/S2212-5671(15)01141-7.
Atiya, N., Widiastuti, T., Cahyono, E. F., Zulaikha, S., & Mawardi, I. (2020). A Techno-Efficiency Analysis of Zakat Institutions in Indonesia. International Journal of Zakat, 5(3), 30–43. https://doi.org/10.37706/ijaz.v5i3.249.
Benedict, E., & Ariestya, A. (2020). Pengaruh Penggunaan Media Sosial Instagram terhadap Sikap Berdonasi Melalui Platform Crowdfunding. Ultimacomm: Jurnal Ilmu Komunikasi, 12(2), 167–184. https://doi.org/10.31937/ultimacomm.v12i2.1649.
Bernardino, S., Freitas Santos, J., & Oliveira, S. (2021). The impact of social media and e-WOM on the success of reward-based crowdfunding campaigns. Cuadernos de Gestión, 35–48. https://doi.org/10.5295/cdg.201300sb.
Bin-Nashwan, S. A., & Al-Daihani, M. (2021). Fundraising campaigns via social media platforms for mitigating the impacts of the COVID-19 epidemic. Journal of Islamic Marketing, 12(3), 576–597. https://doi.org/10.1108/JIMA-07-2020-0200.
Buana, M. A. W., Za, M. A. S., & Rijal, A. (2022). Strategic Management of Digital Technology in Increasing Zakat Fundraising. 4(1).
Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60, 102501. https://doi.org/10.1016/j.jretconser.2021.102501.
Fadillah, S. N., & Setyorini, R. (2021). Analisis Implementasi Strategi Content Marketing Dalam Menciptakan Customer Engagement Di Media Sosial Instagram Wakaf Daarut Tauhiid Bandung.
Gao, F. (2016). Social Media as a Communication Strategy: Content Analysis of Top Nonprofit Foundations’ Micro-blogs in China. International Journal of Strategic Communication, 10(4), 255–271. https://doi.org/10.1080/1553118X.2016.1196693.
Herman, H. (2019). Strategi Komunikasi Pengelolaan Zakat, Infak, dan Sedekah (ZIS) Melalui Media Sosial. Communicatus: Jurnal Ilmu komunikasi, 1(2), 53–70. https://doi.org/10.15575/cjik.v1i2.4833.
Hudaefi, F. A., & Beik, I. S. (2021). Digital zakah campaign in time of Covid-19 pandemic in Indonesia: A netnographic study. Journal of Islamic Marketing, 12(3), 498–517. https://doi.org/10.1108/JIMA-09-2020-0299.
Hudaefi, F. A., Hassan, M. K., Abduh, M., & Beik, I. S. (2023). Knowledge discovery of zakat administration worldwide from YouTube and Zoom via text mining. Journal of Islamic Accounting and Business Research, 14(1), 159–180. https://doi.org/10.1108/JIABR-03-2022-0067.
Hussain, A., Hooi Ting, D., Zaib Abbasi, A., & Rehman, U. (2023). Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising. Journal of Promotion Management, 29(1), 77–105. https://doi.org/10.1080/10496491.2022.2108185.
Rohim, A. N. (2019). Optimalisasi Penghimpunan Zakat Melalui Digital Fundraising. Al-Balagh: Jurnal Dakwah Dan Komunikasi, 4(1), 59–90. https://doi.org/10.22515/balagh.v4i1.1556.
Ryoo, Y., Kafiliveyjuyeh, S., Lee, J. A., Kim, W., & Sung, Y. (2023). The impact of materialism and moral identity on post-neutralization behavior in social media environmental campaigns. International Journal of Advertising, 1–31. https://doi.org/10.1080/02650487.2023.2226510.
Saboo, A. R., Kumar, V., & Ramani, G. (2016). Evaluating the impact of social media activities on human brand sales. International Journal of Research in Marketing, 33(3), 524–541. https://doi.org/10.1016/j.ijresmar.2015.02.007.
Widiastuti, T., Cahyono, E. F., Zulaikha, S., Mawardi, I., & Al Mustofa, M. U. (2021). Optimizing zakat governance in East Java using analytical network process (ANP): The role of zakat technology (ZakaTech). Journal of Islamic Accounting and Business Research, 12(3), 301–319. https://doi.org/10.1108/JIABR-09-2020-0307.
Yusfiarto, R., Setiawan, A., & Nugraha, S. S. (2020). Literacy and Intention to Pay Zakat: A Theory Planned Behavior View Evidence from Indonesian Muzakki. International Journal of Zakat, 5(1), 15–27. https://doi.org/10.37706/ijaz.v5i1.221.
