The Power of Virality: Source Credibility, Moral Emotions, and Social Engagement Driving Public Mobilization in ‘Peringatan Darurat’ Videos

Public mobilization through digital media is reshaping civic participation worldwide, yet the underlying mechanisms remain underexplored in non-Western, collectivist societies. This study examines the viral video Peringatan Darurat, narrated by journalist Najwa Shihab, which triggered mass protests across Indonesia in response to proposed amendments to the Regional Head Election Law (UU Pilkada). Drawing on an integrative framework that combines Viral Content Diffusion Theory, Moral Foundations Theory, Digital Mobilization Theory, the Source Credibility Framework, and the Social Engagement Framework, the study investigates how viral video exposure influences public mobilization through the mediating roles of source credibility, moral emotions, and social engagement. A quantitative survey design was employed, and data were collected from 384 Indonesian social media users using non-probability purposive sampling. The data were analyzed using Generalized Structured Component Analysis (GSCA). The findings of the this study reveals that a significant direct effect of viral video exposure on public mobilization, as well as robust indirect effects through all three mediators. Among these, social engagement emerged as the most influential pathway. These findings highlight the importance of culturally situated mediators in shaping civic responses to digital content. The study challenges Western-centric models of digital activism by presenting a contextually grounded understanding of mobilization dynamics in Southeast Asia. It offers practical implications for digital strategists, activists, and policymakers by showing how trusted communicators, emotionally compelling narratives, and participatory digital culture can converge to drive civic action in the digital age.