Online Da’wah on Social Media: Personal Branding of a Female Celebrity Preacher on Instagram

Branding a public persona for a religious preacher in today's digital era is more accessible thanks to social media platforms such as Instagram. Personal branding is essential for boosting a preacher's credibility, which increases public trust. Therefore, this paper aims to reveal the implementation of personal branding for da'wa by a famous female celebrity preacher, Oki Setiana Dewi, who has been active in online da'wa for over a decade. Data for this paper were mainly obtained by documenting Oki Setiana Dewi's Instagram account (@okisetianadewi). The content analysis technique was applied to qualitatively and descriptively analyze the collected data. The findings of this research show that eight principles are actively used in da'wa personal branding: specialization


A. Introduction
As a process of conveying or inviting humanity to the path of Allah, Da'wa, in practice, is not a simple endeavour.Da'wa involves many elements, and each one influences the da'wa's success.Such features include da'i (preacher), mad'u (audience), da'wa messages, da'wa media, and strategies and methods of da'wah.These various elements need special attention to ensure the 40continuation of da'wah as an obligation to perform amar makruf nahi munkar.Throughout history, it has been proven that society will experience developments, including increasingly diverse needs.Different people have different needs that are getting more complex.Not only in terms of physical needs such as clothing, food, and shelter, nonmaterial needs such as education and spirituality are also getting more complicated.In this case, da'wah among the ummah supplies spiritual nourishment and religious education, which is the inner need of every individual, especially Muslims.
Inviting individuals to follow Islam's teachings, known as da'wa, is a multifaceted undertaking involving numerous elements that can influence its effectiveness.These factors include the da'i (preacher), the mad'u (audience), the messages used in da'wa, the media utilized, and the strategies and techniques employed.It is crucial to consider the ongoing nature of da'wa, or the obligation to do good and prevent evil, as a fundamental aspect for Muslims.As society progresses and encounters new challenges, the needs of individuals become increasingly diverse and complex, encompassing physical necessities such as food, clothing, and shelter, as well as nonmaterial needs such as education and spiritual fulfillment.Da'wa within the ummah, or the Muslim community, provides essential spiritual nourishment and religious instruction, which are fundamental inner needs for all individuals, particularly Muslims.
Nowadays, Islamic da'wah continues to increase in strategy, media, methods, and so on.In the early days of Islam, Prophet Muhammad carried out da'wah directly, also known as individual da'wa.It then developed into da'wa among small groups of close friends and family members, which further developed into larger groups (Sunarto AS, 2014:85).Da'wah communication at that time was still interpersonal.Still, it has continued to evolve and entered the contemporary era with cutting-edge facilities such as radio, TV, and other media.It has also joined the world of digital da'wah with the use of internet technology.
The widespread use of advanced smartphones and other digital devices in today's Fourth Industrial Revolution has led to the emergence of various social media platforms that allow individuals to connect and interact digitally.
These platforms give users the ability to express their identity and participate in multiple online activities with other users (Amanda, 2019:2).The term "social media" is derived from the combination of the words "social" and "media.""Social" refers to the need for individuals to connect and engage with society, while "media" refers to a means of communication.Therefore, it can be concluded that social media is a platform for users to communicate and interact with others within a networked system (Amanda, 2019).Social media allows people to share information, knowledge, and opinions online.It also allows people to carry out various activities that anyone can see and get responses from multiple directions (Princess & Azeharie, 2021:281).These social media include Facebook, Instagram, Twitter, Telegram, and others (Vivi et al., 2021:105).
Sharing different content, such as photos, videos, and writing, is the primary way to socialize on social media (Greetings, 2020:21).This is in line with the argument of Ievansyah & Sadono (2018:154-155) stating that social media serves as a means to form identity through conversations, sharing information, establishing relationships, and building reputations.In this case, the rapid increase pertaining to the number of users from social media platforms such as Facebook, Twitter, Instagram, and TikTok, has triggered awareness among people about optimal ways to use social media (Fitri, 2015:108).Social media has evolved from just a means of communication among users to a platform for opening business opportunities, acquiring knowledge, generating income, and building one's personal brand.
The term 'personal branding' has gained significance with the rise of Instagram, a photo and video-sharing application that enables users to take and share pictures and videos, apply various digital filters, and connect with other users on various social networking services.Instagram is known for its square-shaped photo display and its association with iconic cameras such as the Kodak Instamatic and Polaroid.It was first launched on October 6, 2010, by its creators, Kevin Systrom and Mike Krieger, and was later acquired by Facebook (Instagram, 2022).Instagram has consistently demonstrated numerous advantages, making it a highly suitable platform for cultivating personal branding.Personal branding refers to self-promotion and the construction of one's public image, often achieved by highlighting particular skills and experiences.Studies of the Instagram algorithm have indicated that the platform is particularly conducive to developing a strong personal brand.This phenomenon is particularly relevant in the current landscape, where the ability to effectively present oneself to a broad audience is increasingly important for personal and professional success.(Punk, 2017:8).
Personal branding has been observed to be utilized not only by individuals within the business realm, but also by a diverse array of groups.A review of Instagram reveals a range of content creators with diverse backgrounds and skill sets actively working to cultivate and establish their personal brand to provide value to other social media users.In this case, personal branding can be understood as a process or strategy to achieve the individual's brand's objectives ("Personalbrand.Com," 2022).Individuals who wield a significant level of influence within specific communities through the use of social media are commonly referred to as "influencers."One effective strategy for those seeking to propagate Islamic teachings, known as da'wah, is to establish a strong personal brand on social media.Many preachers utilize social media platforms to disseminate their messages, and this approach has been met with favourable reception among Muslims due to its modern and relevant nature.In contemporary society, the successful implementation of da'wah requires incorporating technological and scientific innovations and the analysis of current societal trends such as a desire for novelty, advancement, and collaboration (Hamidi, 2020:110-111).Regarding this, Oki Setiana Dewi is a female preacher who has gained prominence among celebrities and has a significant number of followers and engagement on Instagram.In this study, the authors examine and analyze the implementation of personal branding strategies utilized by celebrity preacher Oki Setiana Dewi on her personal Instagram account, with a specific focus on the scope of da'wah.Through the analysis of the da'wah content on Oki Setiana Dewi's Instagram account, the authors aim to understand how personal branding supports the da'wah activities and efforts that have been established and can be observed through the figure's use of social media.The authors also examine the correlation between the audience's interest and trust in the preacher, as evidenced by the high engagement her content receives on her social media

B. Research Method
This research employs a descriptive qualitative method, utilizing a text analysis approach.The data source utilized by the authors is the official and The Law of Goodwill (Good name) (Montoya & Vandehey, 2002).Findings are then compared with the principles of Islamic da'wah and the concept of self-presentation in attribution theory.Personal branding is a personal identity related to the qualities and values that a person has that can cause an emotional response to others (Prakoso, 2016:20).Personal branding is a representation of an individual's abilities, strengths, and reputation that showcases their distinctive qualities and advantages in a specific field.According to Montoya in Haroen (2014), personal branding is an art that attracts and retains more customers by actively formatting public perception (Haroen, 2014:13).According to Erwin and Tumewu ( 2014) in (Stevani & Widayatmoko, 2017:68) Personal branding is defined as the impression associated with one's skills, behavior, or accomplishments, which is deliberately or inadvertently crafted to convey an individual's image.From this definition, it can also be understood that personal branding is a result of a communication process that explains a person's personality, abilities, skills, uniqueness, values, achievements, and the like.This results in a view of society that is used to form an identity to describe that person's profile.According to Rizka & Setiawan, the practice of personal branding for a preacher is actually a form of sincerity in practicing the teachings of Islam in everyday life (Setiawan & Nurmandi, 2020:42).

Implementation of Oki Setiana
Meanwhile, according to Haroen (2014), Personal branding refers to the personal identity associated with the qualities and values that a person possesses, which can elicit an emotional response from others.Montoya (2014) in Haroen further explains that there are eight main concepts of personal branding, commonly referred to as "The Eight Laws of Personal Branding (Haroen, 2014).
Even though the public knows about Oki Setiana Dewi on television as a woman preacher.When she speaks on online forums on the internet, people know her as a scholar.However, through sharing her daily life on social media, people also learn about her as a housewife and as a teacher at one of the tahfiz boarding schools (Islamic boarding school specializing on memorizing the entire chapter of the Qur'an) and various other roles.Through her Instagram profile, authors analysed the personal branding that she displays through her social media by using the personal branding theory initiated by Montoya which is known as the eight laws of personal branding with a focus on analysis from the point of view of personal branding in da'wah.The results and discussion of the analysis are as follows: a.The Law of Specialization (specialization) Specialization is the principle of personal branding that focuses on strengths and certain skills.Oki has specialized herself as an expert in the field of Islamic da'wah.This specialization can be understood through a variety of content that conveys da'wah, photos, videos, and writings, all of which contain or describe her as a preacher.According to Ali Aziz (Aziz, 2014:11), the da'wah itself is defined as an attempt to invite people to obey the teachings of Allah SWT by doing amar ma'ruf nahi munkar, in order to obtain happiness in this world and in the hereafter.
Through his Instagram profile, it can be seen that in the first part of his bio, she is one of the administrators/personnel of the Tahfidzul Qur'an Islamic Boarding School named Maskanul Huffadz, followed by email and Instagram da'wah management whose role is to accommodate his da'wah affairs namely OSD (Oki Setiana Dewi) Official @okisetianadewiofficial.The Instagram accounts are part of the businesses she owns.Other businesses under her ownership includes the syar'i headscarves @mekartukisah, and BA products (brand ambassadors) such as the Islamic herbal skincare @batrisyiahherbalindonesia.
Through direct spotlight we can see her track record in preaching.With this specialization Oki is on an equal footing with other preachers such as Ustadz Soleh Mahmud, Umi Pipik, and various preachers who are known as da'i or da'iyah celebrities because they often appear on television and have huge number of followers on their social media, Instagram to be precise.Oki specializes in being a female preacher and her preaching content covers the daily problems of a married woman.For example, about the role of a wife in the household or tips on parenting and parenting for mothers, being an independent woman, and various advice packaged as da'wah for Muslim women.

b. The Law of Leadership (Leadership)
Leadership is a key characteristic of personal branding, and it is crucial for society to have leaders who can make tough decisions in uncertain situations and provide clear guidance to meet the needs of their followers.Oki, as a woman, demonstrates strong leadership skills through the content she shares and her charisma.She has the courage to invite her followers, or "mad'u," to follow Islamic law and displays leadership traits in group settings, such as when she organizes events.As a "da'i," or religious leader, Oki uses her leadership skills to protect and influence her followers.This finding is in line with Widyastuti, et al (2017:4) who explained that some of the benefits of Personal Branding include strengthening authority and trust in decisions, clearing mind, gaining validation or recognition, positioning yourself in a leadership role, increasing authority, and achieving the desired goal.Meanwhile, aspects of leadership in building personal branding can be obtained from three areas; excellence, position, and awareness.
Excellence refers to being an expert and demonstrating a high level of knowledge and skill in a particular field.Through her use of Instagram, Oki has established herself as an expert in Islamic matters and has experience in da'wah.Secondly, position refers to the idea of authority and can be achieved by expressing actions and ambitions.Oki is a well-known public figure and influencer in the field of women's da'wah and has her own da'wah management team.Lastly, awareness relates to receiving praise and recognition from others and can be achieved by publicizing achievements.Oki has achieved many accomplishments in the field of da'wah, such as being a performer of da'wah programs on TV and other platforms, which she showcases on her Instagram page.She aims to create awareness among her audience and establish herself as a preacher.
c.The Law of Personality (Personality) Many preachers provide counsel; however, their guidance is not consistent with the intended meaning and scope of the advice.According to Sheikh Ali Mahfuzh, as cited by Saputra (2011), the essence of da'wah is to inspire individuals to engage in virtuous actions and adhere to the commandments of God, to invite individuals to perform good deeds, and to abstain from committing evil deeds in order to attain happiness in both this world and the hereafter.(Saputra, 2011:2).
Ethically, before inviting others to follow a certain path or belief, a preacher must first practice and embody the message they wish to convey.This phenomenon is prevalent in the sphere of da'wah on social media, where the advice given is often not in line with the knowledge and understanding of the preacher, leading to misinformation and deviation from the truth.This can have a negative impact on the overall message of da'wah.In order to mitigate this, it is important for preachers to focus on the content of their message rather than entertainment and to ensure that their message is in line with Islamic principles and teachings.According to Muhammad Ghazali, there are three primary characteristics that a preacher must possess in order to effectively convey the message of da'wah: being loyal to the truth, enforcing the principles of truth, and presenting the truth to all humankind (Ghazali, 1961).
Oki possesses desirable characteristics and traits in a da'iyah, or Islamic preacher.For example, in her da'wah videos, Oki comes across as a woman who is firm in her beliefs yet gentle and wise.She is modest and does not intimidate others, which makes her approachable and easy to listen to.
Additionally, she appears to be well-versed in her da'wah material, which allows her to deliver her message confidently and establish a strong connection with her audience, including those she reaches through the internet by sharing aspects of her personal life.
Furthermore, Oki's personal content such as her travels, endorsements, and other activities reflect her admirable moral character, as she encourages her audience to give charity, seek knowledge, and strive to become pious and healthy individuals, thus promoting positive impressions.Oki also makes an effort to maintain a positive image as a preacher by embodying the moral qualities that are expected of a role model, as outlined by Al-Bayanuni.Overall, Oki presents herself as a Muslim woman with admirable morals and a good personality, inspiring her audience.

d. The Law of Distinctiveness (Difference)
Effective personal branding requires a person to distinguish themselves from others or competitors in their field.In addition to having expertise in the field of da'wah, personal branding also requires an individual to have unique characteristics that set them apart from other da'wah figures.While Oki's speaking style and approach to da'wah may resemble that of other popular preachers, her distinctiveness can be observed through the content or selection of her da'wah materials.This could include the specific issues or topics she addresses, her unique perspective on these issues, or the methods she uses to convey her message.By emphasizing these distinct qualities, Oki can establish herself as a unique and recognizable figure in the field of da'wah.
The form of da'wah materials can encompass a wide range of topics.
According to Hasibuan (Anshori, 2016:83-84), the scope of da'wah activities can be divided into two groups: (1) Guiding in personal development, which includes instruction on matters of aqidah, worship, morals, and muamalah, as to various parts of the country.She is also known as an Instagram celebrity, often receiving endorsements on her Instagram feed and stories.She is a business owner of various products such as Hijab Knitting Stories, TiinVit, EC Lemon, and Maryama.She also acts as the brand ambassador for various halal products such as Batrisyia Herbal Indonesia, Sahabat Khadeejah, and frozen food Hato.Despite her busy schedule, she also teaches at the Maskanul Huffadz Tahfizul Qur'an Islamic boarding school in Bintaro and Bogor areas and other Maskanul Huffadz branches.
In addition to her various successful careers, Oki Setiana Dewi also prioritizes her role as a housewife and mother.She has four young children and often shares her experiences as a multitasking mother and housewife on social media.Her posts and captions share parenting tips and advice on building a happy family, communication styles with her husband and being a pious wife.By sharing her personal experiences, she is able to connect with her followers, many of whom are also mothers and housewives, and remind them that while having a career and aspirations is necessary, the responsibilities of a wife and mother should always be the top priority for a Muslim woman.She conveys her da'wah message to Muslim women that serving her husband and seeking his pleasure is the primary obligation of a wife, and taking care of household affairs should be the top priority.

Personal Branding as Da'iyah Self-Promotion on Instagram social media
As stated by Pertiwi and Irwansyah (2020:16), individuals who aspire to establish a career in their respective fields possess the capability to cultivate personal branding.Personal branding is not restricted to public figures or celebrities, it is also relevant for everyday individuals.With the proliferation of social media, an increasing number of individuals are striving to establish personal branding within their areas of expertise and preferences to enhance their reputation and self-image, increase popularity, or leverage social media for promotional business ventures (Butar & Ali, 2018:87).
Instagram account of Oki Setiana Dewi, specifically the account @okisetianadewi.Prior to conducting the study, the authors conducted an extensive observation of the Instagram account in question.The researcher examined a range of feeds, highlights, as well as stories on the account.This paper aims to uncover the strategies employed by Oki Setiana Dewi, a celebrity da'iyah and influencer among female preachers, in building her personal brand for da'wah.The researcher utilizes Montoya's concept of "The Eight Laws of Personal Branding" that includes The Law of Specialization (Specialization), The Law of Leadership (Leadership), The Law of Personality (Personality), The Law of Distinctiveness (Difference), The Law of Visibility (Visibility), The Law of Unity (Unity), The Law of Persistence (steadfastness), figures.This symbol is a sign that the account is authentic and belongs to the owner, who is quite well-known in the world of social media, commonly known as "Influencers."These people have many followers on Instagram and can influence others through their posts, with high engagement.The account now has active followers of 16.1 million Instagram users, with an average of tens of thousands of likes on each post, and even up to 100,000 likes.