Purpose - This study examines the influence of social media
marketing and green knowledge sharing on climate change awareness
among university students in Indonesia and Turkey. These digital
initiatives are framed as a contemporary form of da'wah bil hal, where
Islamic values of environmental stewardship are promoted through
action-based communication and active engagement on social media
platforms.
Method - A quantitative approach was employed using Partial Least
Squares Structural Equation Modeling (PLS-SEM) to analyze data
collected from 327 students through purposive sampling.
Result - The findings reveal that social media marketing significantly
impacts green knowledge sharing (β = 0.279, p = 0.016) and climate
awareness (β = 0.305, p = 0.012), with green knowledge sharing
mediating the relationship (β = 0.112, p = 0.038). However, climate
awareness alone does not significantly lead to pro-environmental
behavior.
Implication – The study highlights that empowering students
through social media campaigns can be an effective strategy for
environmental da'wah, integrating Islamic values into climate action.
Originality/Value - This study is one of the first cross-cultural
investigations linking social media-driven environmental
communication with Islamic da'wah practices between Indonesia and
Turkey. It highlights cultural variations in environmental awareness
and communication style, where Indonesian students show higher
collectivist-driven engagement in green campaigns. In contrast,
Turkish students tend to approach environmental messaging more
individually. These contrasts enrich understanding of how Islamic
da'wah bil hal can be contextualized across different cultural and
educational settings.