Pusat Pengajian Komunikasi - Tesis

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    Publication
    Influx Identiti Kebangsaan Komuniti Sebatik : Kajian Ke S Terhadap Penonton An Televisyen Di Sempadan Indonesia - Malaysia
    (2019-08)
    Briandana, Rizki
    Kajian ini bertujuan untuk menganalisis bagaimana pelimpahan siaran media dapat memberikan implikasi kepada idea-idea konstruksi identiti kebangsaan komuniti Sebatik. Warga Indonesia di Pulau Sebatik tidak memiliki akses yang mudah terhadap sistem penyiaran media dari Indonesia berikutan kerajaan Indonesia tidak menyediakan infrastruktur yang mencukupi. Untuk memperolehi siaran televisyen Indonesia, mereka perlu membeli parabola yang harganya tidak termampu untuk dibayar oleh majoriti warga Pulau Sebatik. Sehubungan itu, mereka bergantung kepada siaran televisyen Malaysia yang sangat mudah untuk diakses pada setiap ketika. Ini menjadikan warga Pulau Sebatik sebagai warga dua negara bangsa berbeza kerana hakikatnya mereka adalah warga Indonesia namun kehidupan harian dijalani sebagai warga Malaysia terutama dari aspek penontonan program televisyen. Situasi ini berlarutan bertahun-tahun lamanya sehingga kini dan siaran televisyen Malaysia adalah sebagai sumber media komunikasi utama. Teori yang digunakan dalam kajian ini adalah teori Komuniti Bayangan Benedict Anderson (1991). Metodologi yang digunakan adalah kaedah kajian kes kualitatif dengan teknik pengumpulan data temu bual, pemerhatian dan perbincangan kumpulan fokus. Hasil kajian menunjukkan identiti kebangsaan komuniti Sebatik dikonstruksi secara unik. Komuniti Sebatik adalah masyarakat terpinggir yang tidak memiliki akses siaran t elevisyen Indonesia. Namun dalam keadaan yang lain t erdapat limpahan siaran televisyen Malaysia di kawasan sempadan Sebatik. Siaran televisyen Malaysia
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    The Strategic Use Of Social Media On Book Marketing Performance Among Small And Medium Enterprise (Sme) Publishers In Nigeria From The Perspective Of Toe Framework
    (2025-06)
    Adebola, Afolabi Abdulrasheed
    Books' impact on society can be enhanced by Small and Medium Enterprise (SME) publishers' innovation adoption decisions. As SMEs adopt innovations to enhance their marketing performance, the literature suggests that SMEs in developing economies are limited in the extent they use social media as a marketing tool. Trends reveal knowledge gap on how SMEs in developing countries promote their businesses using social media technologies, with limited knowledge existing on how SME publishers use social media for book marketing. Past studies reveal that Nigerian book publishing companies do not use social media for marketing purposes optimally. Based on the identified knowledge gap, this study adopted the technological, organizational and environment (TOE) framework to explore how SME book publishers make effective use of social media to achieve marketing goals.
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    Antecedents Of Privacy Calculus And The Relationship With Social Media Self-Disclosure: The Moderating Role Of Online Privacy Literacy
    (2025-09)
    Zhu, Luhui
    With the increasing prevalence of social media self-disclosure, concerns over online privacy have grown significantly. To better understand the mechanisms underlying such behaviors, this study employs the Privacy Calculus Theory as its foundation and examines how perceived benefits and perceived risks influence disclosure, together with four antecedents: individual privacy perception, platform privacy assurance, information asymmetry, and government regulation. A quantitative design with Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze data from 761 Chinese social media users. The results reveal several significant findings: perceived benefits strongly and positively influence self-disclosure, while perceived risks significantly deter it.
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    Leveraging Social Media Content Towards Fostering National Unity In Malaysia Through Corporate Social Responsibility (Csr) Advertising
    (2025-08)
    Sarudin, Nur Shima
    Fostering national unity in Malaysia’s multicultural society remains a critical yet complex challenge. Corporate Social Responsibility (CSR) advertising on social media has emerged as a promising strategy for strengthening shared identity and cohesion across diverse communities. This study investigates how CSR advertisements, especially those launched during Merdeka celebrations, utilize social media content to promote national unity. Employing a mixed-methods approach that integrates content analysis, focus group discussions (FGDs), and surveys, the study explores five key objectives: (1) the representation of unity themes in CSR advertisements, (2) the influence of Social Identity Theory (SIT) on audience perception, (3) the use of communication strategies and nudging techniques, (4) levels of audience engagement and sentiment across platforms, and (5) the development of a framework for unity-driven CSR advertising.