SUKUK DIGITAL ECOLOGY

NETWORK ANALYSIS, SENTIMENT, AND DEMOGRAPHICS IN CONVERSATION ONLINE

Abstract

This study aims to analyze public perception of sukuk as a sharia financial instrument using social media analysis methods based on social network analysis (SNA). The purpose of this study is to identify the dynamics and important actors in digital discussions surrounding sukuk. The theoretical framework is based on public communication and social network theories to explain how information and opinions spread in the digital world and how the social media ecosystem influences public perceptions of sukuk in the context of Islamic finance. Data was collected from the Talkwalker platform by tracking digital conversations containing the keyword “sukuk” for a certain period of time. The SNA approach was employed to identify key actors, interaction patterns, and information dissemination paths, while natural language processing (NLP)-based sentiment analysis was used to categorize public opinion into neutral, negative, or positive. Additional visualizations were applied to better understand demographic distribution, time trends, and key issues. The results indicate that public discussions about sukuk on social media are highly dynamic and sensitive to current issues. Sentiment shifted from negative to positive during the observation period, with increasing engagement from productive age groups, especially men. Furthermore, findings highlight the relevance of sukuk in Sharia compliance, development, and financial innovation, while also showing that certain digital entities possess significant power to influence public opinion. The results emphasize that public communication strategies related to sukuk require a data-driven and inclusive approach, which contributes to the development of flexible Islamic finance communication. This research is valuable for policymakers, regulators, and market players in understanding the digital public opinion landscape and in formulating adaptive strategies and policies. In conclusion, this study offers a methodological contribution by combining SNA and sentiment analysis, providing an analytical model for technology-based Islamic finance research, and supporting digital financial literacy and policy communication in Islamic economics.