ESTEEM Journal of Social Sciences and Humanities
EJSSH is indexed in MyCite. Introduced in 2017, ESTEEM Journal of Social Sciences and Humanities (EJSSH) is an official journal of Universiti Teknologi MARA (UiTM) Cawangan Pulau Pinang with a registered e-ISSN 2600-7274. It is an open-access journal which published articles both in English and Bahasa Malaysia. Initially, it published once a year from January 2017 to December 2020, but revised its publication frequency to twice a year starting January 2021. The journal adheres to traditional standards of double-blind peer review with current acceptance rate of 30 percent. Currently, the journal does not charge any article processing fees for manuscript submitted personally by authors. CLICK HERE TO SUBMIT MANUSCRIPT
The Relationship Between Social Perception, Peer and Parental Influence on Students Enrolment into Agriculture Programs in Polytechnic
This study examines the decreasing enrolment in agricultural education programs at Polytechnic Sandakan, Sabah, Malaysia, and analyses the principal factors affecting students' choices to engage in these programs. The study underscores the significance of agriculture in ensuring national food security and economic stability, while acknowledging the threats posed by diminishing interest among youth, which is linked to social factors. The study employed a quantitative methodology to survey 306 students enrolled in agriculture programs. Research indicates that students perceive agriculture favourably, acknowledging its capacity for reliable work. The average score for social perception was 3.92 (M=3.92, SD=0.99). Parental influence was identified as the most significant element (M=3.59, SD=0.99), with direct encouragement and emotional support being pivotal components. Peer influence was significant (M=3.41, SD=1.09), since students frequently depend on their social networks for affirmation in academic decisions. The Pearson correlation coefficient analysis revealed strong positive correlations among the three independent variables: social perceptions, peer influence, and parental influence. The correlation between social perception and parental influence was 0.68 (p<0.001), between social perception and peer influence was 0.50 (p<0.001), and between parental influence and peer influence was 0.70 (p<0.001). This signifies that these things are interrelated and mutually reinforcing. The study emphasises the necessity for focused initiatives, including awareness campaigns and curriculum revisions, to transform the perception of agriculture into a contemporary and esteemed professional option. Legislative reforms advocating for family and community participation, experiential learning, and peer mentorship are suggested to enhance youth engagement in agriculture education.
Technical and Vocational Education and Training (TVET)
Copyright (c) 2025 ESTEEM Journal of Social Sciences and Humanities https://creativecommons.org/licenses/by-sa/4.0
‘No Plastic Bag Day’ campaign in Selangor: Effects on consumers’ attitudes and behaviours
Excessive use of plastic grocery bags has led to a substantial accumulation of plastic waste, which, if not managed properly, contributes to environmental pollution. To address this issue, Selangor has launched the ‘No Plastic Bag Day’ (NPBD) campaign, which has been active for over a decade to reduce the use of plastic bags. This cross-sectional study aims to provide insight into how NPBD campaign in Selangor affects customer attitudes and behaviours. An online survey was conducted with 389 participants in Selangor using snowball sampling and distributed via social media. For data analysis, descriptive statistics and linear regression tests were conducted using SPSS version 28. Findings revealed that consumers in Selangor exhibit positive attitudes (mean score: 73% ± 19%) and moderately positive behaviours (mean score: 53% ± 17%) towards the use of plastic bags and the NPBD campaign. Statistical analysis revealed a significant association between consumers’ attitude and behaviour scores, as well as between gender and attitudes, and between gender and educational level with behaviours (p<0.05). Findings indicated a generally positive outcome to the implementation of the NPBD campaign; however, further research, such as longitudinal or intervention-based studies, is recommended to evaluate long-term behavioural changes and the sustained impact of the campaign. In terms of implementation, data indicate that sociodemographic factors should be considered when designing interventions to enhance the reach and impact of sustainable practices in Selangor.
Cross-Cultural Emotional Polarity Comparison of Emoji on Chinese and English Social Media in the Context of the World Cup
In the age of digital communication, emojis function not only as affective cues but also as socially enregistered symbols shaped by cultural context and platform affordances. Drawing on enregisterment theory, this study explores how emojis acquire emotional and symbolic meaning across Chinese (Weibo) and Western (Twitter) social media platforms during the 2022 FIFA World Cup. Using a corpus of over 488,000 posts, the study applies sentiment polarity analysis and a function-based emoji categorization framework to compare emotional expression patterns. Kernel Density Estimation (KDE) and mean polarity comparisons reveal distinct emotional intensities and symbolic trajectories between platforms: Weibo users exhibit more direct and affect-rich emoji usage. In contrast, Twitter users adopt a more restrained and metaphorical style. The findings demonstrate that emoji enregisterment is co-constructed by cultural emotional norms and technological mediation. This research contributes to the sociolinguistic understanding of digital symbols, offering new insights into the evolving role of emojis in global cross-platform communication.
Exploring the Determinants of AI Tool Adoption in Technical English Learning: A PLS-SEM Approach among Polytechnic Students
Technical English (TE) proficiency is crucial for the future careers of polytechnic students. While Artificial Intelligence (AI) tools offer significant potential to enhance language learning, their effectiveness relies on student acceptance and use. There is limited understanding of what drives polytechnic students to adopt these tools specifically for TE. This study aims to identify the key factors influencing polytechnic students' acceptance and use of AI tools in this context and employ a quantitative approach based on the Technology Acceptance Model (TAM) and Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze survey data collected from 100 Polytechnic Kota Bharu (PKB) students enrolled in TE courses. The research investigates core antecedents, primarily perceived usefulness (PU) and perceived ease of use (PEOU), and their impact on students' behavioral intention (BI) to use AI tools. The potential influence of external factors such as social influence and lecturer support are examined. The study found PEOU was identified as a critical antecedent, which significantly positively affected PU and BI. The study reaffirmed the significant predictive power of BI on AU, indicating that students' stated intentions reliably translate into their subsequent usage behaviour. This research will offer practical recommendations for educators seeking to integrate AI tools effectively into TE instruction. Theoretically, this study contributes to understanding technology adoption within the specific domain of technical and vocational language education, providing valuable insights for leveraging AI to improve essential communication skills for aspiring technical professionals.
Factors Influencing Customers’ Decisions to use Muslim Friendly Hotel Service: A Study in Selangor
In the post-pandemic era of global tourism, Muslim travellers are increasingly seeking experiences that are both comfortable and aligned with Islamic ideals and lifestyles. Malaysia, a premier location for Muslim tourism, is pivotal in offering Muslim-friendly hospitality services. Nonetheless, the degree of customer comprehension regarding the authentic notion of Muslim-friendly hotels remains inconsistent, which may affect their lodging booking selections. This study aimed to assess customer comprehension of Muslim-friendly hotel services, evaluate customer perceptions regarding safety, quality, and cleanliness, and identify the key factors influencing customer decisions to utilize Muslim-friendly hotel services in Selangor. This research employed a survey methodology, utilizing questionnaires for data gathering. A total of 384 respondents were chosen, although only 303 questionnaires were full and suitable for analysis. The study results indicated that most respondents have a comprehensive understanding of Muslim-friendly hotel services. Perceptions of safety factors were also elevated. Religious factors were recognized as the primary influence on customer decisions to select Muslim-friendly hotels.
Keterlibatan wanita dalam institusi masjid menurut perspektif Islam: Analisis terhadap program perlindungan wanita berteraskan Maqasid Al-Syari’ah
Keterlibatan wanita dalam institusi masjid merupakan aspek penting dalam pembangunan masyarakat Islam yang komprehensif. Dalam konteks semasa, masjid bukan sahaja pusat ibadah, tetapi juga berfungsi sebagai pusat pendidikan, dakwah dan sokongan sosial. Kajian ini bertujuan meneliti keterlibatan wanita dalam masjid dari perspektif Islam dengan memberi tumpuan khusus kepada program dan aktiviti yang menyokong perlindungan serta pemerkasaan wanita. Di samping mengangkat martabat wanita sebagai individu yang berperanan dalam masyarakat, keterlibatan mereka melalui aktiviti seperti ceramah kesedaran, kaunseling kekeluargaan, kelas kemahiran, dan program sokongan bagi mangsa keganasan rumah tangga merupakan antara inisiatif penting yang dilaksanakan oleh masjid. Kajian ini menggunakan metodologi kualitatif berbentuk kajian pustaka, yang melibatkan analisis terhadap sumber-sumber ilmiah dan kajian-kajian terdahulu berkaitan keterlibatan wanita dalam institusi masjid. Kajian ini menganalisis bagaimana program-program ini dirancang dan dilaksanakan serta menilai kesesuaiannya dengan prinsip syariah. Selain itu, kajian ini turut menelusuri cabaran yang dihadapi oleh wanita ketika melibatkan diri dengan institusi masjid. Hasil kajian mendapati bahawa keterlibatan wanita dalam masjid berpotensi memperkukuh jati diri muslimah serta memperluas peranan masjid sebagai institusi yang inklusif dan responsif terhadap pemerkasaan sosial wanita. Kajian ini menyumbang kepada pengukuhan peranan masjid sebagai institusi pembangunan masyarakat dan pemerkasaan wanita Islam secara bersepadu.
Malaysian Heritage Food: Tourist Perception on Food Culture, Knowledge, and Lifestyle in Tioman and Perhentian Island
The Malaysian culinary traditions, passed down through generations, have contributed to the global recognition of MHF as a distinctive cuisine. However, the similarities between Malaysian food and that of neighbouring countries underscore the need to strengthen and preserve a culinary identity that is both idealistic and uniquely Malaysian. Nowadays, Malaysian Heritage Food facing modernization and having significant problems maintaining its authentic cultural values. This study examines the relationship between food culture, lifestyle, and tourists’ knowledge in shaping perceptions of MHF in Tioman and Perhentian Islands. Application of quantitative methodology, data sampling was collected via online survey. Random and purposive sampling method yield 351 respondents. Pearson correlation reveal that tourists’ knowledge and lifestyle have strong positive correlations towards perceptions of MHF. Whereas food culture shows a weak and insignificant relationship towards perception of MHF. These results suggest that while cultural heritage remains important, knowledge transmission and lifestyle practices play a more decisive role in sustaining MHF’s appeal. The study highlights the need for educational initiatives, culinary tourism strategies, and policy measures to strengthen the preservation and promotion of MHF in the face of globalization
Understanding consumer purchase intention for halal street food in South Korea: A case study of Malaysian Muslim travellers
The recent global increase in the Muslim population, coupled with a rising demand for halal food products, has contributed to the significant expansion of the global halal food market. This trend reflects a growing consumer interest in halal-certified products. South Korea has emerged as a popular travel destination among Muslim tourists, particularly those from Malaysia. However, challenges have surfaced concerning the misuse of halal signage by street food vendors who, in some instances, offer non-Halal items. This situation has raised concerns among Malaysian Muslim travelers regarding the authenticity and reliability of halal street food in the country. This study aims to investigate the purchase intentions of Malaysian Muslim travelers toward halal street food in South Korea by employing the Theory of Planned Behavior (TPB) as the guiding theoretical framework. The variables assessed in the study include attitude, subjective norms, perceived behavioral control, and consumer awareness. A total of 142 valid survey responses were collected and quantitatively analysed. The overall reliability and validity test of Cronbach’s Alpha score is 0.911, indicating excellent internal consistency. Spearman correlation analysis revealed weak yet positive correlations between the independent variables and purchase intention: attitude (0.142), subjective norms (0.137), perceived behavioral control (0.029), and consumer awareness (0.179). These findings suggest that although the correlations are modest, there is a meaningful association between the examined variables and the purchase intentions of Malaysian Muslim travelers with regard to halal street food in South Korea. The results underscore the need for a structured and reliable halal support system in South Korea. Enhancing the halal food ecosystem would assist regulatory authorities and tourism agencies in implementing effective strategies to address these concerns. Such measures would not only improve the availability and authenticity of halal street food but also foster greater confidence among Muslim travelers when making food-related decisions.
Meaningful, Cognitive, and Leisure Activities and Life Satisfaction in Community-Dwelling Older Adults
Engagement in meaningful, cognitive, and leisure activities has been shown to influence life satisfaction among older adults. This study examined these relationships in a cross-sectional survey of 134 community-dwelling older adults aged 60 years and above. Instruments included the Engagement in Meaningful Activities Survey (EMAS-12), Satisfaction with Life Scale (SWLS-5), and Cognitive and Leisure Activities Scale (CLAS-16). Based on established scoring, EMAS engagement levels were categorised as low (<30), moderate (30–39), and high (≥40). Results indicated that 59% of participants reported moderate engagement, 26.1% high engagement, and 14.9% low engagement. Mean scores were EMAS 36.1 (SD = 7.44), SWLS 29.28 (SD = 3.77), and CLAS 40.41 (SD = 10.00). Correlation analysis revealed that EMAS was significantly associated with SWLS (r = 0.45, p < 0.001) and CLAS (r = 0.44, p < 0.001), while SWLS was also positively related to CLAS (r = 0.27, p = 0.002). Significant differences in engagement were found based on community activity involvement (p < 0.001), education level (p < 0.001), and occupation type (p < 0.001). A weak but significant negative correlation was observed between EMAS and age (r = –0.29, p < 0.001). These findings suggest that while life satisfaction among older adults was generally high, engagement in meaningful and cognitive-leisure activities was only moderate, highlighting the need for tailored, age-friendly interventions. This study addresses reviewer feedback by clarifying the cut-off points for engagement categories to enhance interpretability of results.
The Relationship Between The Engagement in Meaningful Activities and Health Status Among Elderly in The Community
Engagement in meaningful activities is associated with better physical and mental health among elderly individuals in the community. Such participation may delay age-related decline, reduce mortality, and minimise the need for long-term care. This study examined the relationship between engagement in meaningful activities and health status among community-dwelling elderly. A total of 134 participants aged 60 years and above completed the Engagement in Meaningful Activities Survey (EMAS-12) and the Short Form Health Survey (SF-12) using a cross-sectional design. Findings showed a moderate level of engagement, with significant positive correlations for physical health (r = 0.20, p = 0.02) and mental health (r = 0.24, p < 0.01). Group comparisons indicated significant differences in engagement based on education level (F = 11.88, p < 0.001), prior occupation (F = 5.29, p < 0.001), community participation (t = 3.28, p < 0.001), and geographic location (F = 3.67, p = 0.02). Higher engagement was reported among those with tertiary education, professional work backgrounds, active community involvement, and urban residence. In contrast, no significant differences were observed for gender, income, marital status, living arrangement, or ethnicity. Overall, the findings highlight those meaningful activities play a vital role in elderly health, and demographic factors must be considered when designing programmes to promote active ageing and well-being.
Bahasa Pilihan Murid-murid Melanau di Mukah, Sarawak
Sarawak merupakan negeri terbesar di Malaysia dengan dengan anggaran penduduk seramai 2.5 juta. Jumlah ini merangkumi pelbagai kaum dan etnik antaranya Melayu, Melanau, Iban, Kadazan, Dusun, Bidayuh, Cina, India dan sebagainya. Kepelbagaian kaum yang ada menunjukkan wujudnya pelbagai bahasa ibunda yang berbeza. Kepelbagaian ini membawa kepada kemungkinan masyarakat untuk membuat pilihan bahasa sebagai alat perhubungan dan komunikasi antara mereka. Bahasa yang dipilih biasanya bahasa yang banyak digunakan dan difahami oleh kebanyakan anggota masyarakat. Bagi menguji pemilihan bahasa yang berlaku, kajian ini hanya menumpukan satu kumpulan kaum sahaja. Tujuan kajian adalah untuk mengenal pasti pemilihan bahasa dalam kalangan murid Melanau di sekitar kawasan Mukah, Sarawak serta menganalisis faktor yang mempengaruhi pemilihan bahasa mereka. Kajian ini menggunakan kaedah deskriptif melaui pendekatan kuantitatif dengan berpandukan set soalan soal selidik sebagai instrumen kajian. Responden kajian adalah seramai 65 orang yang terdiri daripada murid-murid Melanau yang berusia dalam lingkungan umur 15 hingga 18 tahun dan bersekolah di sekolah jenis kebangsaan di kawasan Mukah, Sarawak. Dapatan kajian dianalisis berpandukan konsep domain oleh Fishman (1972). Hasil kajian mendapati bahawa bahasa Melayu dan bahasa Melanau menjadi pilihan paling dominan dalam kalangan murid-murid Melanau di sekolah kebangsaan di kawasan Mukah, Sarawak. Dapatan kajian juga menunjukkan pola pemilihan bahasa yang digunakan dipengaruhi faktor hubungan, persekitaran dan kandungan bagi mencapai tujuan komunikasi iaitu menyampaikan mesej yang jelas antara individu dalam sesuatu persitiwa bahasa atau komunikasi.
Digital influences on online shopping among Gen Z in Kedah: The role of social media interaction, online reviews, and price sensitivity
Online shopping has reshaped consumer behaviour, especially among Gen Z, who are heavily influenced by social media interaction, online reviews and price considerations in their purchasing decisions. This study aims to investigate how social media interaction, online reviews, and price considerations impact the purchasing decisions of Gen Z consumers in Kedah, Malaysia. Using a quantitative survey approach, data was collected from 384 Gen Z respondents in Kedah, focusing on their social media usage patterns, reliance on online reviews and responses to pricing considerations. The results revealed a significant positive correlation between active social media engagement, positive perception of online reviews, and price consideration among Gen Z consumers in Kedah. In contrast, regression analysis revealed social media as the strongest predictor in influencing this demographic’s online shopping behaviour. The study provides insight on how digital platforms would affect consumer behaviour, especially among Gen Z. It highlights the need for businesses to understand and align their marketing strategies with the unique preferences of this Gen Z. This approach will enhance customer engagement at the exact times and help companies to stay relevant and competitive in the ever-evolving online marketplace. However, the study has a geographical limitation and only relies on self-reported data, which may give a biased response. Future research should expand to include diverse regions, adding additional variables for deeper insights. The findings underscore digital platforms' role in shaping Gen Z consumer behaviour. They also highlight opportunities for businesses to fine-tune marketing strategies that suit this tech-savvy demographic, increasing their competitiveness in the online marketplace.
Copyright (c) 2025 ESTEEM Journal of Social Sciences and Humanities
Perceptions of Emotional Intelligence in English Language Learning Among Undergraduates
Emotional Intelligence (EI) is the ability to recognise, understand, regulate, and utilise emotions in oneself and in others (Mayer, Salovey, & Caruso, 2004). Studies have investigated emotional intelligence (EI) in the context of foreign language learning, particularly its role in influencing motivation, anxiety, and language acquisition. The purpose of this study was to investigate students’ use of emotional intelligence in the process of learning and using English as a second language. A quantitative study was conducted to explore motivation factors for learning among undergraduates at a public university in Malaysia. A purposive sample of 84 participants responded to the survey. The instrument used a 5-Likert scale survey (ranging from 1 - strongly disagree to 5 - strongly agree) and is rooted in Schutte et al.’s (1998) instrument titled, The Schutte Self-Report Emotional Intelligence Test (SSEIT), which was modified into the Emotional Intelligence in English Learning Self-Report Test (EILLES). The overall high percentages and mean scores of RQ 1 to RQ 4 (perceptions of emotions, managing own emotions, managing others’ emotions, and utilisation of emotions) reveal that learners’ perceptions of emotional intelligence in English language learning are agreeably positive and deemed as useful and necessary. The implication of the study should encourage educators to incorporate EI training into their ESL teaching and learning practices. Suggestions to future researchers are to selectively sample a balanced number of female and male students to increase the reliability and accuracy of results, to explore the educators’ perspective on EI in language learning and investigate other factors/sub-scales of EI in language learning.
Schutte Self-Report Emotional Intelligence Test (SSEIT)
Emotional Intelligence in English Language Learning Self-ReportTest (EILLES)
The Menu Revealed The Menu Revealed: Unpacking the Influence of Nutrition Labelling on Fast Food Choices
This study delves into the intriguing realm of fast-food consumer behavior, focusing on the pivotal role of nutrition labelling in shaping purchasing intentions. Through the Theory of Planned Behaviour lens, the research investigates how nutrition information influences consumer choices, with a specific focus on students at UiTM Pulau Pinang, Permatang Pauh. Aligned with Sustainable Development Goal 3 (SDG 3), which aims to ensure healthy lives and promote well-being for all at all ages, the study explores the potential of nutrition labelling to enhance consumer health consciousness. Employing a survey methodology, the study captures valuable insights into customer attitudes toward nutrition labelling and its impact on their fast-food consumption habits. Analysis using SPSS 28 software reveals significant positive correlations between the Theory of Planned Behaviour constructs, indicating a shift towards health consciousness among fast food consumers. Notably, the inclusion of nutrition information on menus emerges as a key driver influencing customers' future purchase intentions, encouraging them to opt for healthier meal choices. This research sheds light on the evolving landscape of fast-food consumption, highlighting the growing importance of nutrition labelling in catering to health-conscious consumer preferences. The findings offer practical implications for fast food establishments, emphasizing the potential benefits of incorporating nutrition labelling into their menus to attract and retain health-conscious consumers. While the study's scope is limited to a specific student population, it provides a springboard for future research to explore similar trends in broader consumer segments.
Nutrition labelling, Sustainable Development Goals, Fast food Consumer, and Behaviour
The Influence of Brand Slogan-Sponsored Event Congruity on Brand Trust: The Mediating Role of Attitude towards Sponsorship
Despite the prevalent practice of sponsorship globally, there is currently little academic research on the relationship between brand slogans and sponsored events, and how this association impacts consumers’ brand trust indirectly through their attitude towards sponsorship. The present research investigates this issue by employing the theory of congruity in an experimental study involving 330 consumer participants. The present study intends to achieve these objectives: 1) To investigate if brand slogan-sponsored event perceived congruity (BSSEC) impacts consumers’ attitude towards sponsorship (ATS); 2) To examine if BSSEC influences consumers’ brand trust (BT); and 3) To explore to what extent consumers’ ATS mediates BT. To obtain the answers, a one-way ANOVA was performed, and the results demonstrated that the higher the consumers’ BSSEC, the more positive their ATS. Besides, the data was also analysed using Hayes’s PROCESS Macro Model 4 and it was discovered that the total effect model for BT was statistically significant, with an F-value of 122.2529 and a p-value of .000, accounting for 27.15% of the variation in BT. The significant overall impact of BSSEC on BT, considering both direct and indirect paths, indicates that the effect of BSSEC on BT is mediated by the consumers’ ATS, although partially. The data apparently highlights the significance of matching brand messages with sponsored events to improve perceived congruence and, therefore, produce more favourable sentiments from consumers, ultimately impacting brand trust. Thus, marketers should select a brand slogan that reflects the brand’s core values and resonates with the target audience while ensuring the sponsored event aligns with the slogan’s message, theme, and emotional appeal to create a seamless and authentic brand-event connection.
Brand slogan-sponsored event congruity, attitude towards sponsorship, brand trust
The impact of entrepreneurship education on university students' entrepreneurial intention: A study at UiTM Cawangan Pulau Pinang
Entrepreneurship education has been recognized as critical in shaping students' entrepreneurial mindset and career intentions. Despite various initiatives to embed entrepreneurship into higher education curricula, many university graduates still lack the confidence and motivation to venture into entrepreneurship, opting for traditional employment pathways. This lack of confidence and preference for traditional employment raises concerns about the effectiveness of entrepreneurship education in fostering actual entrepreneurial outcomes among students. Thus, this study aims to examine the impact of entrepreneurship education on students' entrepreneurial intention, focusing on key factors such as perceived feasibility, propensity to act, and attitude towards entrepreneurship. 275 students from UiTM Cawangan Pulau Pinang participated in this study. The results indicate a strong positive correlation between entrepreneurship education and students' entrepreneurial intention. Findings show that students who undergo structured entrepreneurship training are 25% more likely to pursue entrepreneurship than those with minimal exposure. Additionally, perceived feasibility and propensity to act emerged as the strongest predictors of entrepreneurial intention, emphasizing the role of self-efficacy and confidence in business decision-making. However, this study is limited by its sample size and geographical scope, which may affect generalizability. Future research should explore longitudinal studies to assess the long-term effects of entrepreneurship education on graduates' entrepreneurial success. These findings provide valuable insights for universities and policymakers in designing more effective entrepreneurship programs to nurture future entrepreneurs and contribute to the national economic landscape.
Behavioural Influence of TikTok’s Algorithm Recommendations on Users’ Engagement and Users’ Self-Persuasion
This study examines how TikTok's algorithm influences user behaviour, particularly in user engagement and self-persuasion. The algorithm recommends content based on user interactions, but its opaque nature complicates understanding of how it prioritizes content and potential biases. These biases can reinforce specific behaviours and viewpoints, create echo chambers, and influence users' self-perception. By focusing on maximizing engagement, the algorithm can also promote addictive behaviours, impact mental health, shorten attention spans, and disrupt daily activities. The research aims to achieve the following objectives: (1) identify the level of behavioural influence exerted by TikTok's algorithm on users, (2) examine the level of users' engagement in response to TikTok algorithm recommendations among users, (3) identify level of users' self-persuasion influenced by the algorithm, (4) identify the relationship between behavioural influence and users' engagement, and (5) identify the relationship between behavioural influence and users' self-persuasion. Using quantitative methods and stratified sampling, this study analyses data from 385 Millennial and Generation Z TikTok users in the Klang Valley, Malaysia. An online survey conducted via Google Forms captures users' experiences and perceptions regarding TikTok's algorithm. Overall, the findings conclude that TikTok is a persuasive platform, as the results reveal a significant relationship between behavioural influence and both user engagement and self-persuasion. This study highlights the substantial impact of TikTok's algorithm on user behaviour, offering valuable insights for social media managers. However, a primary limitation is the short timeframe, which resulted in data collection from only 203 respondents.
ChatGPT’s Creative Augmentation And Its Efficiency in The Creative Process Towards Agency Practitioners Satisfaction
This research presents the main issues of ChatGPT creative augmentation and its impact towards creative process efficiency and agency practitioners’ satisfaction. ChatGPT has become widely recognised as a leading AI chatbot, attracting the interest of agency practitioners with its capabilities in ideation, language translation, and generating photos and writing. Initially, this research aims to determine how effectively ChatGPT enhances creativity and efficiency in advertising agencies' creative processes and how this affects the satisfaction of agency practitioners. Therefore, this study wants to identify the impact of ChatGPT’s creative augmentation and its efficiency in the creative process among agency practitioners’ satisfaction. This quantitative research employs non-probability sampling, specifically utilising purposive sampling techniques to select the respondents that are currently working with advertising agencies. The respondents were consisting of copywriter, graphic designer, art director and creative director. Besides, the instruments were made in Google forms, consist of five (5) sections. The forms were disseminated to respondents through online communication platforms such as WhatsApp, Instagram and E-mail. Moreover, this research utilises descriptive and inferential data analysis to examine the correlations between the variables. Furthermore, the findings indicate that while agency practitioners acknowledge the benefits of employing ChatGPT for creative tasks, it is crucial to recognise that it is not yet regarded as a full replacement for human creativity. Respondents further illustrate that ChatGPT serves as an effective digital instrument capable of aiding practitioners in reducing their workload. Furthermore, this study holds a practical implication toward agency practitioners to foster better understanding about human-AI collaboration in creative endeavours. However, the limited availability of respondents and the brief data collection period have constrained the researcher's ability to compile an inclusive dataset.
Mapping the Trends, Patterns, and Insights of Sustainability Awareness: A Bibliometric Analysis
This study conducts a comprehensive bibliometric analysis to examine trends, patterns, and insights in sustainability awareness research over the past two decades. Utilizing methodologies from bibliometrics, data from prominent databases such as Scopus are scrutinized through citation analysis, co-authorship analysis, and keyword co-occurrence mapping. The analysis reveals a significant increase in publications, reflecting heightened global interest in sustainability awareness. Key themes identified include environmental education, sustainable development goals, corporate social responsibility, and behavioral change. Influential authors and institutions are highlighted, emphasizing their contributions to the interdisciplinary field. Limitations include reliance on specific databases and a constrained time frame, suggesting future research expand data sources and time spans for a more comprehensive analysis. Findings offer valuable insights for researchers, educators, and policymakers, guiding future research and applications in sustainability awareness. This research contributes a quantitative, methodical approach to understanding the evolving landscape of sustainability awareness research through bibliometric analysis, enhancing the rigor and applicability of findings.
Environmental Education Sustainable Development Corporate SocialResponsibility (CSR) Behavioral Change Sustainability Awareness
Menginspirasikan penyertaan politik dalam kalangan belia: Analisis Ilokusionari dalam ucapan Syed Saddiq
Kajian teori tindak tutur (speech act theory) lebih tertumpu kepada pengucap dan masyarakat Barat, sedangkan kajian yang dijalankan ke atas pengucap Timur masih terhad dan tidak mencukupi, terutamanya ke atas penutur belia dan wakil politik belia di Malaysia. Isu belia yang dipandang remeh yang berleluasa di Malaysia boleh dikesan dengan kurangnya perwakilan belia dalam Kabinet atau sebagai ahli Parlimen untuk bersuara mengenai kebimbangan yang dihadapi oleh generasi muda. Kajian ini akan mengutarakan ciri-ciri jenis ilokusionari tindak tutur yang digunakan dalam ucapan Syed Saddiq (anggota Muda Parlimen Muar) yang bertajuk ‘A Lost Generation: Youth in Politics’ dan menerangkan bagaimana ciri-ciri jenis ilokusionari yang telah dikenal pasti memaparkan mesej dalam ucapan tersebut. Ucapan beliau telah memberi ilham kepada pemikiran dan kepercayaan minda muda melalui kuasa kata-kata semangat dan pelbagai sumber bahasa. Kajian ini telah menggunakan bentuk kajian kualitatif deskriptif dan mengenalpasti jenis-jenis tindak ilokusionari berdasarkan Taksonomi Tindak Ilokusionari oleh John Searle (1975). Analisis kualitatif data mendedahkan bahawa ucapan Syed Saddiq kebanyakannya menggunakan tindak representatif dan direktif. Tindak tutur seperti komisif, ekspresif dan deklaratif amat jarang digunakan di dalam ujaran beliau. Analisis lanjut juga mencadangkan bahawa Syed Saddiq cenderung merayu khalayak dalam ucapannya untuk memujuk dan memotivasikan mereka dalam bertindak dan mencipta suatu perubahan dalam kancah politik sebagai belia Malaysia. Hasil kajian ini membuktikan bahawa tokoh politik dan penulis ucapan boleh menggunakan tindak ucapan atau jenis ilokusionari tertentu untuk menyampaikan ucapan politik persuasif bagi memujuk khalayak sasaran dengan jayanya, iaitu belia atau pelajar universiti, dalam menerima cadangan dan pendapat untuk memecahkan kitaran sikap tidak peduli politik dan memupuk minat politik dalam generasi muda. Dicadangkan kajian masa depan membandingkan tindak ilokusionari dalam ucapan politik pemimpin belia dari pelbagai konteks budaya untuk memahami perbezaan silang budaya dalam strategi persuasif.
Exploring Students’ Perceptions on Online Learning Environment Across Disciplines
While online education is not a new phenomenon in higher education, the COVID-19 pandemic necessitated a sudden shift to online learning, significantly impacting the higher education sector. This study investigates students' perceptions of their online learning environment across different disciplines at Universiti Teknologi MARA. Utilizing the How People Learn (HPL) framework by Bransford et al. (2004), the study explores four dimensions: learner-centred, community-centred, assessment-centred, and knowledge-centred learning environments. A quantitative approach with purposive sampling was employed, gathering data from 231 students across Applied Sciences, Business Management, and Social Sciences and Humanities. The study reveals that while students generally perceive their online learning environments positively, there are notable differences across disciplines. Business Management students reported higher satisfaction in community and assessment-centred dimensions, whereas Applied Sciences and Social Sciences and Humanities students indicated room for improvement in integrating prior knowledge and collaborative activities. These findings highlight the need for tailored strategies to enhance the effectiveness of online learning environments across various disciplines. By highlighting these variations, the findings highlight the importance of discipline-specific strategies in optimizing online learning. Tailored pedagogical approaches, faculty development initiatives, and supportive technological infrastructures can address each field’s unique challenges, thereby fostering more inclusive and effective online learning experiences across diverse academic contexts.
Islamic Brand Slogan Use: To What Extent Religiosity Moderates Purchase Intention
The increasing use of Islamic marketing reflects the growing importance of the Muslim market globally. Thus, it is essential for companies to understand and respect the cultural and religious sensitivities of their customers. Realising this, the present study aims to investigate the impact of incorporating Islamic brand slogans on consumer purchase intention. Besides, with the increasing importance of religion in influencing consumer behaviour, this research also examines how much customers’ religiosity can moderate their purchase intention. To investigate this issue, quantitative data was collected from 122 Marketing university students to represent consumers in Malaysia recruited using purposive and convenience sampling. The findings suggest that Islamic brand slogans have the potential to influence customers’ purchase intention with their religious personality as a moderator. Obviously, this study is another evidence of the imperativeness to integrate Islamic elements that appeal to Muslim consumers in product marketing and advertising. Hence, incorporating Islamic product identity into marketing strategies helps build trust and credibility among Muslim consumers, potentially leading to long-term customer loyalty and increased purchases.
Improving Argumentative Writing Performance among Chinese EFL Postgraduates Using WeCWI-Enabled Tencent Docs
Web-based Cognitive Writing Instruction (WeCWI) was designed for the second language (L2) learners’ language and cognitive development. It is facilitated by digital technology and incorporates reading, discussion and writing activities in language instructions. With an increased opportunity for collaboration and positive outcomes through computer-mediated L2 writing, WeCWI emphasises technology-enhanced explicit writing instruction, and joint construction between peers and the instructor that has been proven efficient for writing development. The current study intends to investigate the effects of WeCWI-enabled instructional tool using Tencent Docs on EFL postgraduates’ argumentative writing performance. This study utilised a quasi-experimental design in which two intact classes were randomly assigned to two conditions: (1) WeCWI-enabled writing instruction (n=56) and (2) conventional writing instruction (n=55). After running an independent-sample t-test, results showed that students in the experimental group outperformed the control group in the aspects of overall writing scores, sub-scores of argument effect, and organisation. A significant improvement in language use was found within-group comparisons in both the experimental and control groups. The results suggested that WeCWI-enabled writing instruction was more effective than the conventional writing instruction for argumentative writing, as it attaches greater importance to reading, online discussion facilitated by graphic organisers, instructional videos on strategies and genre knowledge, joint construction between peers and the teacher, and collaborative reviewing and editing. The results of this study have significant implications for the enhancement of argumentative writing skills among Chinese EFL learners. Therefore, it is recommended that the utilisation of WeCWI be expanded across a wider range of settings to facilitate the enhancement of students’ argumentative writing skills.