“That’s where I get reach!” Marketing Strategies of a Salafi Influencer on YouTube and TikTok

Abstract

AbstractThe article examines the media practices of a German Salafi missionary through the perspective of theories on Islamic authority and digital online marketing. Following an understanding of online Salafism as a cross-platform phenomenon, the paper draws on an ethnographic case study of Salafi Influencer Abdurrashid, examining the specific strategies he develops for his channels on YouTube and TikTok, the synergies he generates between them, and the active outreach measures through which he creates a gateway for his YouTube profile via TikTok in order to gain authority.