International Journal of Media and Communication Research

Influentiality of Social Media Influencers on Purchase Intension of Consumers: A Regional Perspective

Muskaan Fayaz Sahaf, Arif Nazir — Tue, 30 Jan 2024 00:00:00 +0700

Businesses are starting to use social media influencers (SMIs) as a new way to persuade their target audience to buy something. This is because consumer stratification is growing quickly. Social media's pervasiveness, as well as its broad reach and frequency, have made it a thriving advertising strategy, outperforming more traditional forms of advertising. In this study, the researchers focus on divulging the need to employ social media influencers in marketing services and their impact on consumers. The research attempts to trace the effectiveness of social media influencing in comparison to traditional forms of advertising and to promulgate the pros and cons of the emerging advertising strategy through social media influencers. The researchers' findings were based on a mixed method of research that included quantitative and qualitative data collected through surveys and interviews. The researchers discovered that despite influencers have a strong influence on consumer purchasing decisions, the new advertising trend through Social Media Influencers is on the rise in Kashmir Valley. However, the overall findings reveal that influencer marketing holds the upper hand in the market when it comes to influencing target groups effectively.

Transformation of Ulama as Communicators: Youtube as a Da'wah Channel

Bambang Novriyanto, Prahastiwi Utari, Agung Satyawan — Tue, 30 Jan 2024 00:00:00 +0700

In the digital era of the development of YouTube social media technology, there are many video contents available, one of which is Islamic da'wah content. The use of ulama in doing da'wah on YouTube is a process of transforming ulama as communicators in preaching. By using YouTube as a da'wah channel, there has been an indirect convergence of communication elements, resulting in a blur between ulama as communicators and connoisseurs of da'wah content on YouTube as communicants. The purpose of this study is to see the transformation of ulama as da'wah communicators on YouTube as da'wah channels. This research methodology is qualitative using literature studies that look at previous studies that use content analysis and opinion polls. The results of this study show that therefore, preachers in actualizing their da'wah must understand that the content and form of da'wah are inseparable parts, but can be distinguished in the concept of da'wah. While the characteristics, delivery strategies and methods of da'wah also have an important position in da'wah. With the interactivity facilitated by digital media, the boundary between communicators and communicants is getting thinner when communicating using YouTube media.

Use of Instagram as a Medium for Adolescence Self-Identity Construction

Farah Aulia, Kinkin Yuliaty Subarsa Putri — Tue, 30 Jan 2024 00:00:00 +0700

As social creatures, humans have a need to interact and communicate with others. Humans have many ideas, ideas, opinions, that need to be conveyed to meet their needs. Communication becomes a bridge that becomes a link in delivering messages so as to form understanding. In the era of rapidly developing technology, the face of communication has undergone a significant evolution. Communication can not only be done face-to-face, but now it can be through social media intermediaries. Instagram is a social media with many users in Indonesia. Instagram has advantages that can attract adolescents, so adolescents are active Instagram users. Through its use, Instagram can be a medium of self-identity construction. Adolescence is a period of searching for self-identity. Instagram users, especially adolescents, tend to share photos and videos that can represent themselves in front of an audience. This study discusses the use of Instagram as a medium of self-identity construction for adolescents. The subjects of this study were adolescents with an age limit of 19 years and domiciled in Jakarta. This research uses a quantitative approach with data collection techniques in the form of surveys. The results showed that Instagram is effective in the formation of self-identity through the consistency of content and narratives made according to self-representation.

Workplace Ethical Communication and Quality Service Delivery of State-owned Tertiary Institutions, Oyo State, Nigeria

Rachael A Oloye, Tolulope E Adenekan — Tue, 30 Jan 2024 00:00:00 +0700

Internal communications may be as ancient as the practice of communicating organizational values in the workplace. Maintaining a strong culture of compliance at work requires ethical communication. When executed properly, ethical communications may reduce total risk and improve the delivery of high-quality services. But organizations’ risk serious financial, legal, and reputational consequences when they disregard ethics. A service is efficient when the same objectives are accomplished with the help of available resources and successful when the results or accomplishments are valuable to the consumers. Quality has always been the cornerstone of any developed and successful institution around the world. However, preliminary investigations revealed that quality service delivery in State-owned tertiary institutions is on the decline. As a result, this study examined how workplace ethical communication affect the provision of high-quality services in state-owned tertiary institutions in Oyo State, Nigeria. 2,273 management employees at the top and intermediate levels from the six institutions under investigation make up the study's population. The sample size was 329 gotten from Raosoft sample size determinant. Cross sectional survey was adopted for this study. Findings revealed that work ethics significantly influence quality service delivery of State-owned tertiary institutions, Oyo State, Nigeria (Adj R²=0.628; p=0.000, Q²=0.472). This study concluded that workplace ethical communication and its quality service delivery are inextricably linked. The study recommended that management of the selected State-owned tertiary institutions should ensure that strategies are put in place for strict compliance to ethics and positive attitude being a pre-requisite in delivering quality service

Evaluation of Satisfaction Levels of Women Journalists With Regards to the Consumption of OTT Contents: A Study of Karnataka

Philomina, Tahmeena Nigar Sultana Kolar — Tue, 30 Jan 2024 00:00:00 +0700

In our everyday lifestyle we spend too much time in front of electronic gadgets. The vast range of development of media and visual entertainment is not a big thing for everyone and it’s widely accessible through mobile phones. The new form of media content spreading through the streaming services means OTT Platforms like Amazon Prime Video, Netflix, Voot, Zee5, and etc. availability of OTT Platforms is not a big thing because many streaming platforms give such a freemium option for their viewers. But one thing we all should be aware of is that some contents are released on OTT because they are unlikely to be released on theatre and TV, which is subject to regulation by the Central board of film certification (CBFC) and Broadcasting content complaints council (BCCC) and etc. So, Streaming Platforms has not any regulatory restriction to broadcast web contents and it gets more liberty in the absence of censorship. The main purpose of this study to assess awareness of OTT platforms among women journalists and to know satisfaction level of OTT Content. For this study descriptive research method was adopted and the primary data collected through the survey method. A total 80 number of the respondents were selected. It is found from the study that majority of the women journalist were aware about the OTT platform and they were very satisfied with the content of the OTT.