Advancing Sharia Investment Literacy through Social Media Content Creators

Abstract

The Islamic finance industry in Indonesia continues to grow, contributing significantly to the country’s economic development. However, this progress still faces challenges due to the low level of public literacy regarding Islamic investment. Although sharia-compliant products, such as sustainable sukuk, halal mutual funds, and Islamic stocks, are increasingly accessible, many people, especially millennials and Generation Z which still have a limited understanding. Digital media has therefore become an essential medium, not only for disseminating information but also for shaping public trust and perceptions of Islamic finance. This study aims to examine the communicative role of social media content creators in strengthening Islamic investment literacy. Drawing on Media Ecology Theory, the research investigates how digital platforms function as learning environments that influence public awareness and engagement with Islamic financial products. A qualitative netnographic approach was employed by observing eight Instagram accounts that consistently produced educational content on Sharia finance from April to September 2025. Data, including posts, captions, comments, and interactive features were analyzed using thematic analysis to identify communication patterns and literacy strategies. The findings indicate that each content creator contributes differently to a complementary digital ecosystem that enhances the reach and understanding of Islamic investment literacy. The study concludes that social media serves not only as a promotional space but also as an educational platform fostering financial literacy through adaptive, dynamic, and inclusive interactions.