A thematic and bibliometric analysis of trends and future directions in da’wah research

This study examines the evolving trends and future directions of da’wah research through an integrated bibliometric–thematic analysis, a dual methodological approach rarely applied in Islamic communication studies. Drawing on 146 Scopus-indexed journal articles published between 2002 and 2024, the study maps publication trends, collaboration patterns and thematic structures within global da’wah scholarship. The findings reveal a clear shift from traditional, institution-centered da’wah toward digitally mediated and interactive forms of religious communication, with social media emerging as a central thematic hub. Scholarly output is dominated by Indonesia and Malaysia, particularly in relation to pesantren-based education and interdisciplinary approaches linking theology and media. Despite steady growth in publications, declining average citation rates indicate a persistent productivity–visibility gap and limited global research impact. The thematic analysis further shows that much of the literature remains conceptual, with few empirical evaluations of digital da’wah effectiveness. By integrating bibliometric mapping with thematic interpretation, this study advances methodological approaches and provides evidence-based insights for scholars, practitioners and policymakers seeking to develop ethical and context-sensitive da’wah strategies in the digital era.