Digital Da‘Wah to Muallaf in Social Media: Ethical Issues, Challenges, and a Maqasid-Based Framework

Social media has emerged as a dominant platform for disseminating Islamic teachings, particularly to Muallaf who require accessible, flexible, and continuous religious guidance. While this digital transformation presents significant opportunities for da‘wah, it also raises complex ethical challenges that demand critical examination. This study aims to analyse the ethical considerations and challenges of digital da‘wah to Muallaf on social media, using Maqasid al-Shariah as the primary guiding framework. Employing a narrative literature review of both local and international studies, the research identifies key issues including content authenticity, privacy protection, identity security, digital literacy gaps, algorithmic bias, etiquette in dialogue, and legal compliance. The findings highlight the need for structured ethical guidelines to ensure both effectiveness and integrity in digital religious outreach. In response, the article proposes the AMANAH-HIKMAH Model as a practical framework for preachers, institutions, and social media practitioners to uphold ethical and purposeful engagement with Muallaf. The study recommends further empirical research to validate the model in real-world digital da‘wah contexts and to explore its adaptability across diverse cultural and technological environments.