<![CDATA[The rapid expansion of digital technologies has transformed Islamic communication by shifting da'wah from face-to-face settings to interactive online platforms. Muslim content creators have emerged as influential communicators who disseminate Islamic knowledge through social media while adapting religious messages to diverse audiences. Despite growing research on digital da'wah, limited attention has been given to the lived experiences of Muslim content creators. This study explores how they understand digital da'wah, construct their identities, and communicate Islamic values in digital media. A qualitative phenomenological approach examined ten Muslim content creators across platforms including YouTube, TikTok, Instagram, Facebook, Telegram, and podcasts, selected through purposive sampling. Data were collected through semi-structured interviews, supported by content observation and document analysis, and analyzed using thematic analysis, with trustworthiness enhanced through triangulation and member checking. Findings show digital da'wah is understood as a dynamic, participatory, and ethically grounded practice rather than mere digital transmission of conventional preaching. Key themes include motivation, purpose, identity construction, and application of Islamic values. Participants were motivated by disseminating authentic knowledge, positioning themselves as learners rather than formal authorities, with credibility built through authenticity and values such as rahmatan lil 'alamin and tabayyun. The study contributes to Digital Religion and Islamic Communication scholarship, offering guidance for content creators and policymakers.]]>
