Digital Religious Identity and Personal Branding Among Wahdah Islamiyah Cadres

Abstract

The rapid expansion of digital media has transformed social media from a platform for personal interaction into a strategic space for identity construction and religious communication. While personal branding has been extensively examined in business, politics, and influencer culture, its application within Islamic da'wah organizations remains underexplored, particularly among young preachers operating in local organizational contexts. This study investigates how Wahdah Islamiyah cadres in Palopo, Indonesia, use social media to construct personal branding that strengthens both their individual credibility and their organizational da'wah mission. Employing a qualitative case study approach, data were collected through in-depth interviews, participant observation, and documentation involving active Wahdah Islamiyah cadres engaged in digital da'wah. The data were analyzed using thematic analysis guided by Peter Montoya's Personal Branding framework, which emphasizes authenticity, specialization, consistency, visibility, and distinctiveness as the core dimensions of effective personal branding. The findings reveal that cadres strategically position themselves as credible Islamic communicators by consistently disseminating religious content aligned with Qur'anic values, maintaining ethical online behavior, and presenting a coherent digital identity that reflects Wahdah Islamiyah's vision. Their branding practices extend beyond content production to include sustained audience engagement, collaboration with fellow preachers and Islamic organizations, and the integration of offline and online da'wah activities. Rather than pursuing popularity or personal recognition, the cadres prioritize trustworthiness, religious authority, and community empowerment as the foundation of their digital presence. These practices demonstrate that personal branding in the context of Islamic da'wah functions as a value-oriented communication strategy rather than a self-promotional exercise. This study contributes to the literature by extending personal branding theory into the domain of digital religious communication and demonstrating how Islamic values shape branding practices in organizational settings. The findings provide practical insights for Islamic organizations and young preachers seeking to develop effective, ethical, and sustainable digital da'wah strategies in an increasingly networked society.