Hasmah Zanuddin

Religion and media: a case study of Utusan Malaysia's response to HIV/AIDS

As a Muslim country, Malaysia is no longer coy about the claim that its communities are protected from HIV/AIDS infection due to their religious and cultural norms. On the reverse, more than 70% of people living with HIV/AIDS are Muslims in the current setting. Despite the Islamic tenets prohibiting extramarital and premarital sex, as well as illicit drug and alcohol intake, some Muslims do still engage in such high-risk activities that could lead to HIV infection. While it is plausible that media could be a platform for change in terms of fostering positive behavioural change to curtail the relentless pace of the epidemic, research on the role of media in advocating positive behavioural change and prevention against HIV/AIDS through Islams point of view remains largely unexplored. The purpose of this paper is, therefore, to explore how the Islamic tenets and beliefs are being instilled in the Utusan Malaysia for halting the spread of HIV/AIDS among the Muslims. The results show that overall only six articles related to HIV/AIDS review the epidemic from an Islamic point of view and published in the daily. In spite of the photographs picturing thousands of words, only two news photographs captured the imagination and gained the respect of the religion on the issue of HIV/AIDS.

Fanpage metrics analysis. “Study on content engagement”

Social Media is now determined as an excellent communicative tool to connect directly with consumers. One of the most significant ways to connect with the consumers through these Social Networking Sites (SNS) is to create a facebook fanpage with brand contents and to place different posts periodically on these fanpages. In measuring social networking sites’ effectiveness, corporate houses are now analyzing metrics in terms of calculating engagement rate, number of comments/share and likings in fanpages. So now, it is very important for the marketers to know the effectiveness of different contents or posts of fanpages in order to increase the fan responsiveness and engagement rate in the fan pages. In the study the authors have analyzed total 1834 brand posts from 17 international brands of Electronics companies. Data of 9 months (From December 2014 to August 2015) have been collected for analyses, which were available online in the Brand’ fan pages. An econometrics analysis is conducted using Eviews 9, to...

Effectiveness of Building Brand Image through Facebook Fanpages

The charisma of social network has stuffed as a growing online platform globally to make an interaction between individuals and organizations. This study considers the impact of the variablesCustomer Involvement and information availability on customer brand outlook and brand representation. The empirical work was conducted through an electronic survey of young adults who are active users of Facebook fan pages. The results revealed that Customer Involvement had a positive effect on customer brand outlook, whilst information availability did not. As expected, customer brand outlook was strongly linked to brand representation in this context. This suggests that marketers would be well advised to engage with customers on fan pages in routinely responding to their comments and allowing them to upload suitable content. If consumers feel that they have ‘ownership’ of these pages, promotion of this sort is far more likely to be an effective means of building the brand. 

Sentiment Analysis on Viral Issues in Social Media

Social media is the most effective medium of communication bilaterally over online. Facebook is a platform of choice for a variety of purposes such as communication with family and friends, developing or establishing business and spreading the influence of ideology to attract more followers. Two-way communication in social media is able to effectively promote information sharing, but if the sharing involves non authentic or misinformation disseminated widely, it may create unhealthy situation and potentially threaten the public order. This quantitative content analysis study investigated the influence and relevance of information sources on the distribution of public opinion through the comments on each Facebook‘s post studied using sentiment analysis API webtools. Through sentiment analysis software, sentiment for each comment on the selected Facebook sentiment polarity of the postings will be categorized into positive, negative and neutral sentiment. There were 4 parameters measured as independent variables, namely independent sources, media sources, public opinion source and source from monitoring organization to the dependent variable, public opinion. The case studies were selected from posting related to public order issue. The sample was selected using multistage sampling techniques involves purposive sampling and systematic sampling. The data obtained were analyzed using non-parametric statistical analysis. The results obtained through the five stages of data collection starting from Data Extraction, Language Detection, Data Cleaning and Pre-processing, Translating API and last but not least Sentiment Analysis. The polarity of the sentiment were then categorized into a few categories to investigate further the critical values on the sentiment reveal by the social media users in their comments on a specific facebook posting of the case study. The critical values such as sentiment emotion, comment direction and sensitivity/negativity level could help monitoring bodies to enhance their monitoring effectiveness toward controversial issues and strategizing the action to overcome any unexpected situation before it occurred. Keywords— Public Opinion, Viral Issues, Social Media, Media Surveillance, Viral Postings, Sentiment Analysis, API