Sa’adah ShahnomNorsimaa Mustaffa2024-09-242024-09-242024Muhammad Raqib Mohd Sofian, Siti Suriani Othman, Safiyyah Sabri, Osama Kanaker, & Ihab Ahmed Ra’uf Awais (Eds.). (2024). In 4th International Conference on Islam, Media and Communication (ICIMac 2024) (pp. 1–501).https://oarep.usim.edu.my/handle/123456789/22880E-Proceeding of 4th International Conference on Islam, Media and Communication (ICIMac 2024): “Communication & Digitisation in Madani Society”/ Muhammad Raqib Mohd Sofian, , Siti Suriani Othman, Safiyyah Sabri, Osama Kanaker & Ihab Ahmed Ra’uf Awais. 5th March 2024 Organized by : Faculty of Leadership & ManagementThe shift in social media usage has revolutionised communication and the dissemination of messages, particularly in the realm of expressing religious convictions. Over recent years, social media has become a powerful instrument for Islamic organisations and individuals engaged in da’wah, the initiative to foster awareness and appreciation of Islam. A noteworthy trend is the increasing focus on reaching out to the younger demographic, given their substantial presence across diverse social platforms. This study explores how the content of social media posting impact youth through a comprehensive investigation and analysis of online da’wah messages exposure on youth social media users. Utilising a quantitative approach, this research aims to identify contents in online da’wah messages that contribute to da’wah exposure and its impact to youth social media users in Universiti Sains Islam Malaysia (USIM). Through a rigorous questionnaire issued on 100 USIM students as respondents, this study advances the understanding of this topic and underscores its relevance in a broader context. Social media content based on platforms, formats, themes, and types has a significant impact to youth social media users in terms of their users and gratifications, positive experiences, presentation of self, also their active participations. Overall, this work not only addresses gaps in current research but also serves as a foundation for future inquiries into the exposure of online da’wah messages on youth social media users.en-USOnline Da’wah MessagesYouthSocial Media User.text::conference output::conference proceedings::conference paper