THE BANDWAGON EFFECT : IDENTIFIKASI EFEK DARI VIRALITAS TREND ALL EYES ON RAFAH PADA PENGGUNA PLATFORM INSTAGRAM (Studi Pada Akun Instagram @muslimhoodmedia)

This study analyzes the virality of the #AllEyesOnRafah trend on Instagram related to the Palestinian-Israeli conflict, using The Bandwagon Effect theory. This research identifies how the trend influences the perceptions and behavior of social media users, as well as the role of large accounts such as @muslimhoodmedia in shaping public opinion on this issue. The Bandwagon Effect phenomenon on social media explains that individuals tend to follow trends due to the influence of the majority. By adopting Laswell's communication model and communication effects theory, this study examines the impact of changes in knowledge, attitudes and behavior of social media users, as well as the influence of information virality on public opinion, both in positive and negative aspects. The results show that the rapid spread of information is driven by social, emotional factors and the use of persuasive communication strategies, which influence users' attitudes and actions. The combination of psychosocial effects, humanitarian, partisan and religious narratives, and visual elements used in the campaign were instrumental in driving social action, including information dissemination, donations and boycotts. Overall, this research confirms the importance of social media in shaping public opinion and mobilizing social action through virality and the Bandwagon Effect, and how effective communication strategies can expand the reach of social movements in the digital age.