DIGITAL ACTIVISM OF MALAYSIAN YOUTH ON THE PALESTINIAN HUMANITARIAN ISSUE

This study examines digital activism among Malaysian youth on the Palestinian humanitarian issue, focusing on their awareness, actions, and impact on consumerism. Utilizing a quantitative approach, data were collected via questionnaires from 150 Malaysian youth aged 15–40 years old during the Palestine Solidarity Night event and through online platforms. The findings reveal a high level of awareness (mean score: 4.59) among Malaysian youth about Palestinian humanitarian issues, driven by media, education, and Non-governmental Organizations (NGO) campaigns. Digital activism actions, such as liking, sharing, and commenting on social media posts, were moderately high (mean score: 3.79), indicating active engagement but potential for more impactful actions like formal campaigns. Notably, digital activism significantly influenced youth consumerism (mean score: 4.37), with many boycotting products linked to Israel and favoring local alternatives, reflecting consumer ethnocentrism. The study highlights the role of social media in amplifying awareness and shaping ethical purchasing decisions. While awareness and consumerism impacts are strong, digital activism actions could be enhanced through more strategic efforts. These findings underscore the transformative potential of digital platforms in mobilizing youth for global humanitarian causes and suggest opportunities for educational institutions and NGOs to further engage youth in proactive advocacy for the Palestinian cause.