Volume 9 April 2025 No.1

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2025-05-06T03:24:42+00:00

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Contents:

Paper 1 : Menginspirasikan penyertaan politik dalam kalangan belia: Analisis ilokusionari dalam ucapan Syed Saddiq

Paper 2 : Improving argumentative writing performance among chinese EFL postgraduates using WeCWI-enabled tencent docs

Paper 3 : ChatGPT’s creative augmentation and its efficiency in the creative process towards agency practitioners’ satisfaction

Paper 4 : Islamic brand slogan use: To what extent religiosity moderates purchase intention

Paper 5 : The menu revealed: Unpacking the influence of nutrition labelling on fast food choices

Paper 6 : The influence of brand slogan-sponsored event congruity on brand trust: The mediating role of attitude towards sponsorship

Paper 7 : Digital influences on online shopping among Gen Z in Kedah: The role of social media interaction, online reviews, and price sensitivity

Paper 8 : Mapping the trends, patterns, and insights of sustainability awareness: A bibliometric analysis

Paper 9 : Behavioural influence of TikTok’s algorithm recommendations on users’ engagement and users’ self-persuasion

Paper 10 : The impact of entrepreneurship education on university students' entrepreneurial intention: A study at UiTM Cawangan Pulau Pinang

Paper 11 : Exploring students’ perceptions on online learning environment across disciplines

Paper 1 : Menginspirasikan penyertaan politik dalam kalangan belia: Analisis ilokusionari dalam ucapan Syed Saddiq

2025-04-30T01:20:47+00:00

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Menginspirasikan penyertaan politik dalam kalangan belia: Analisis ilokusionari dalam ucapan Syed Saddiq

Fuzirah Hashim
Fakulti Sains Sosial Kemanusiaan, Universiti Kebangsaan Malaysia, 43600 Bangi, Selangor

Hadirah Amalin Hisham
Pusat Pengajian Citra Universiti, Universiti Kebangsaan Malaysia, 43600 Bangi, Selangor

Abstract
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.

Keywords:Tindak tutur, Belia, Ucapan, Ilokusionari, Politik

DOI: 10.24191/ejssh.v9i1.5450

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Paper 2 : Improving argumentative writing performance among chinese EFL postgraduates using WeCWI-enabled tencent docs

2025-04-30T01:20:47+00:00

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Improving argumentative writing performance among chinese EFL postgraduates using WeCWI-enabled tencent docs

Chen Chen
Academy of Language Studies, Universiti Teknologi MARA, Cawangan Pulau Pinang, 13500 Kampus Permatang Pauh, Pulau Pinang, Malaysia

Boon Yih Mah
Academy of Language Studies, Universiti Teknologi MARA, Cawangan Pulau Pinang, 13500 Kampus Permatang Pauh, Pulau Pinang, Malaysia

Norhaslinda Hassan
Academy of Language Studies, Universiti Teknologi MARA, Cawangan Pulau Pinang, 13500 Kampus Permatang Pauh, Pulau Pinang, Malaysia

Abstract
Argumentative writing is a type of academic writing that involves defending a specific viewpoint on a debatable issue to persuade the reader of its validity. Web-based Cognitive Writing Instruction (WeCWI) emphasises technology-enhanced explicit writing instruction and promotes joint construction between peers and instructors, yielding positive outcomes through computer-mediated L2 writing. In addition, it increases the opportunity for English input and output. This study examines how the WeCWI-enabled tool, Tencent Docs, impacts argumentative writing performance among postgraduate English as a Foreign Language (EFL) students, addressing factors that lead to poor writing outcomes. A quasi-experimental design was employed, wherein two intact classes were randomly assigned to one of two conditions: (1) WeCWI-enabled writing instruction (n=56) and (2) conventional writing instruction (n=55). An independent-sample t-test was conducted, revealing that students in the experimental group significantly outperformed those in the control group regarding overall writing scores and in the sub-scores for argument effectiveness and organisation. The findings suggest that WeCWI-enabled writing instruction is more effective than conventional writing instruction for enhancing argumentative writing skills. This effectiveness is attributed to the greater emphasis placed on reading, online discussions, explicit instruction, joint construction and collaborative reviewing, facilitated by the affordances of Tencent Docs. This study’s implications are significant for enhancing argumentative writing skills among Chinese EFL learners. Consequently, it is recommended that WeCWI be expanded across a broader range of educational settings further to facilitate the development of students’ argumentative writing abilities.

Keywords:EFL, Argumentative Writing, Postgraduates, WeCWI, Tencent Docs

DOI: 10.24191/ejssh.v9i1.5020

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Paper 3 : ChatGPT’s creative augmentation and its efficiency in the creative process towards agency practitioners’ satisfaction

2025-04-30T01:20:47+00:00

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ChatGPT’s creative augmentation and its efficiency in the creative process towards agency practitioners’ satisfaction

Nur Balqis Muhamad Rizal
Faculty of Mass Communication and Media Studies, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia

Ahlam Abdul Aziz
Faculty of Mass Communication and Media Studies, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia

Abstract
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 aims 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 consisted of copywriter, graphic designer, art director and creative director. Besides that, the instruments were constructed using Google Forms, consisting 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 towards 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.

Keywords:ChatGPT, Creative augmentation, Creative process efficiency, Agency practitioners’ satisfaction

DOI: 10.24191/ejssh.v9i1.5508

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Paper 4 : Islamic brand slogan use: To what extent religiosity moderates purchase intention

2025-04-30T01:20:47+00:00

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Islamic brand slogan use: To what extent religiosity moderates purchase intention

Noraziah Mohd Amin
Academy of Language Studies, Universiti Teknologi MARA, Cawangan Pulau Pinang, 13500 Permatang Pauh, Pulau Pinang, Malaysia

Shamshul Anaz Kassim
Faculty of Business and Management, Universiti Teknologi MARA, Cawangan Perlis, 02600 Arau, Perlis, Malaysia

Abstract
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 who were recruited to represent consumers in Malaysia 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.

Keywords:Islamic brand slogan, religiosity, purchase intention

DOI: 10.24191/ejssh.v9i1.5416

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Floren, J., Rasul, T. and Gani, A. (2020). Islamic marketing and consumer behaviour: A systematic literature review. Journal of Islamic Marketing, Vol. 11 No. 6, pp. 1557-1578. https://doi.org/10.1108/JIMA-05-2019-0100

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Paper 5 : The menu revealed: Unpacking the influence of nutrition labelling on fast food choices

2025-04-30T01:20:47+00:00

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The menu revealed: Unpacking the influence of nutrition labelling on fast food choices

Nur Haziqah Anuar
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Kampus Permatang Pauh, 13500 Permatang Pauh, Pulau Pinang Malaysia

Norrina Din
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Kampus Permatang Pauh, 13500 Permatang Pauh, Pulau Pinang Malaysia

Arnieyanti Abdul Hadi
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Kampus Permatang Pauh, 13500 Permatang Pauh, Pulau Pinang Malaysia

Siti Rohimi Mohamed Apandi
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Kampus Permatang Pauh, 13500 Permatang Pauh, Pulau Pinang Malaysia

Muhammad 'Arif Aizat Bashir
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Kampus Permatang Pauh, 13500 Permatang Pauh, Pulau Pinang Malaysia

Abstract
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.

Keywords:Nutrition labelling, Sustainable Development Goals, Fast food Consumer and Behaviour

DOI: 10.24191/ejssh.v9i1.5726

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Paper 6 : The influence of brand slogan-sponsored event congruity on brand trust: The mediating role of attitude towards sponsorship

2025-05-05T08:39:10+00:00

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The influence of brand slogan-sponsored event congruity on brand trust: The mediating role of attitude towards sponsorship

Noraziah Mohd Amin
Academy of Language Studies, Universiti Teknologi MARA,, Cawangan Pulau Pinang, 13500 Permatang Pauh, Pulau Pinang, Malaysia

Nursafwah Tugiman
School of Multimedia Technology and Communication, College of Arts and Sciences, Universiti Utara Malaysia, 06100 Sintok, Kedah, Malaysia

Mohamad Noor Salehhuddin Sharipudin
Faculty of Modern Languages and communication, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor Darul Ehsan, Malaysia

Abstract
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. This study aims to achieve the following 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 partially mediated by consumers’ ATS. The data apparently highlights the significance of aligning 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.

Keywords:Brand slogan-sponsored event congruity, attitude towards sponsorship, brand trust

DOI: h10.24191/ejssh.v9i1.5691

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Paper 7 : Digital influences on online shopping among Gen Z in Kedah: The role of social media interaction, online reviews, and price sensitivity

2025-05-05T08:40:52+00:00

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Digital influences on online shopping among Gen Z in Kedah: The role of social media interaction, online reviews, and price sensitivity

Nuraini Abdullah
Faculty of Business & Communication, University Malaysia Perlis (UniMAP), Kangar, Perlis, Malaysia

Nuradibah Mokhtar
Faculty of Economics and Business, Universiti Malaysia Sarawak (UNIMAS), Kota Samarahan, Sarawak

Tisya Farida Abdul Halim
Faculty of Business & Communication, University Malaysia Perlis (UniMAP), Kangar, Perlis, Malaysia

Siti Aina Safikah Shamsol
Faculty of Business & Communication, University Malaysia Perlis (UniMAP), Kangar, Perlis, Malaysia

Abstract
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.

Keywords:Customer Satisfaction, Online Review, Price Consideration, Social Media Interaction, Customer Purchase Decision

DOI: 10.24191/ejssh.v9i1.6236

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Paper 8 : Mapping the trends, patterns, and insights of sustainability awareness: A bibliometric analysis

2025-05-05T08:50:54+00:00

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Mapping the trends, patterns, and insights of sustainability awareness: A bibliometric analysis

Juwita Mohd Johan
Commerce Department, Politeknik Tuanku Syed Sirajuddin, Perlis, Malaysia

Kardina Kamaruddin
Faculty of Business and Management, Universiti Teknologi MARA,Cawangan Kedah, Malaysia

Abstract
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 through bibliometric analysis, enhancing the rigor and applicability of findings.

Keywords: Environmental Education,Sustainable Development, Corporate SocialResponsibility, Behavioral Change, Sustainability Awareness

DOI: 10.24191/ejssh.v9i1.5499

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Paper 9 : Behavioural influence of TikTok’s algorithm recommendations on users’ engagement and users’ self-persuasion

2025-05-05T09:00:26+00:00

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Behavioural influence of TikTok’s algorithm recommendations on users’ engagement and users’ self-persuasion

Siti Khadijah Amir Hamzah
Faculty of Communication and Media Studies, Universiti Teknologi Mara (UiTM) Shah Alam, Malaysia

Ahlam Abdul Aziz
Faculty of Communication and Media Studies, Universiti Teknologi Mara (UiTM) Shah Alam, Malaysia

Shazleen Mohamed
Faculty of Communication and Media Studies, Universiti Teknologi Mara (UiTM) Shah Alam, Malaysia

Abstract
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

Keywords:TikTok, Algorithm, Engagement, Self-persuasion, For Your Page

DOI: 10.24191/ejssh.v9i1.5637

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