Philanthropy practices on social media: a case study of Malaysia

This case study investigates the evolution and impact of philanthropy on social media in Malaysia, focusing on how digital platforms have transformed traditional charitable practices. With the rise of platforms like WhatsApp, Facebook, Instagram, and TikTok, individuals and organizations are increasingly using social media to mobilize donations, create awareness, and deliver aid directly to communities in need. The study highlights notable Malaysian figures and grassroots movements to explore how emotional storytelling, public trust, and online visibility drive engagement and giving behaviour. By employing a qualitative analysis of selected case studies, this research identifies the strengths, challenges, and ethical implications of digital philanthropy. The findings suggest that while social media has democratized access to charitable action and increased civic participation, it also demands greater accountability and digital literacy to ensure long-term sustainability and impact.