Pusat Pengajian Komunikasi - Tesis

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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.
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    A Critical Analysis Of K-Pop’s Economic And Cultural Dynamics In Global Entertainment Industry: A Case Study Of Sm Entertainment
    (2025-09)
    Goh, Yu Qin
    K-pop has become a phenomenon in recent years. It spread from Asia, and America, to Europe, Saudi Arabia, and Africa. K-pop overcame language and culture barriers, gaining wide fans worldwide. But how does it start and what makes these K-pop groups successful locally and globally? This research takes SM ENTERTAINMENT as the case study to examine the business nexus of the regional media powerhouse and reflects on the evolution of K-pop culture within the framework of Globalisation. In understanding how SM ENTERTAINMENT, a media powerhouse manages to transform itself from a local studio to a global corporate media that produces some of the most popular celebrities in the global market, this research identifies two SM ENTERTAINMENT products (celebrities) that debuted in a different period to gain insights into its business nexus. My research findings indicate that South Korea employs the glocalisation strategy and blends South Korean features and localised components, creating fusion products. Meanwhile, this research discovers that South Korean government still plays a significant role in the entertainment industry and both sides cooperate to achieve mutual benefit. The government invested heavily in K-pop, aiming to target all sectors of the Korean economy.