Transnational Religious Connections through Digital Media: Seeking Halal Food in Non- Muslim Majority Regions

Kamarulzaman et al explore the role of social media in connecting and mediating transnational religious communities and markets, focusing on the search for halal food. They use netnographic analysis to understand how social media interactions enable faith-based consumption experiences. They analyze content from three well-known websites that are widely used by both local residents and tourists. A total of 2064 reviews were collected and analyzed. The findings reveal three major types of community dynamics: linking, protecting, and defending communities. Halal seekers on social media lament the lack of reliable sources for halal food in non-Muslim majority regions and help others by sharing information about good sources. Some social media participants take on the role of protectors and educators, verifying the authenticity of halal products. A minority of reviewers assert a leadership role, calling upon community members to unite and alter marketplace dynamics. They also highlights the transformative potential of digital media in shaping religious practices and ideologies, as well as its role in identity construction and mediating the market and religion.