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Internet celebrities are rapidly reshaping economics and marketing dynamics on online platforms such as live streaming. This trend has made influencers a crucial marketing technique for many businesses. This study focuses on influencers and their characteristics, engaging in a comprehensive discussion of their complex relationships. It hypothesizes that the three key characteristics of celebrity influencers—similarity, professionalism, and interactivity—directly influence attachment and purchase intention. Additionally, the research explores how attachment mediates the relationship between influencer factors and purchase intention on live streaming platforms. A cross-sectional design and statistical analysis were employed, using a sample of 130 online consumers. The results suggest that similarity, professionalism, and interactivity directly effect on purchase intention. However, while professionalism and interactivity have a direct effect on attachment, they do not significantly influence the relationship with similarity. However, when mediated through attachment, similarity gets partially mediated whereas professionalism and interactivity have observed full mediation. The total effect is highest for similarity. Overall, the study found attachment to be a significant mediator among these influencer characteristics. These findings suggest that celebrities, product developers, advertisers, and online platform owners need to prioritize influencer credibility and competency to succeed in online marketing through live streaming platforms. This study provides new insights into marketing approaches, contributing to the field of consumer behaviour research both practically and theoretically.

Communication in the 21st century is transforming rapidly through the globalization of organizations and digital technologies.Communication not only shapes organizational governance and empowerment but also influences our way of thinking.Due to these twin forces, the roles of communication must be explored in the context of organizational governance and its impact on media and society. The economic crisis that hit East Asian countries just before the turn of the 21st century and Europe a decade or so later has proven to be a transformative factor triggering local conflict and change (e.g., leadership transitions and uneven liberalization of global economic policies, among others) and creating new organizing processes forcing disparate countries together in closer interactions.In these closer interactions, pressures for conformity and adherence to institutional norms have become a manifest.But the basic clash between western-based conceptions of liberal economic regionalism and the Asian value of mercantilism has created conflicts making future cooperation more difficult. Situations exemplifying this can be found around the globe in very different contexts, even as it is still somewhat surprising to come across the application of similar methodologies in different scenarios and backgrounds.In addressing events such as the economic crisis that befell the East Asian countries, this conference discusses the crucial concerns (and their potential solutions) related to the emergence,interconnected elements from various communication contexts, organizational government perspectives and empowerment that influence our way of thinking in the context of the basic clash between Western-based conceptions of liberal economic regionalism and the Asian value of mercantilism.The conference provides a broad platform for discourse on the emergence and interconnected issues shaped by the meaning of communication, governance and empowerment as understood in the Asia-Pacific region as well as other parts of the world. The 2014 theme "Communication, Empowerment and Governance: The 21st Century Enigma" is aimed toward advancing scholarships in the field of communication which would benefit communities that are experiencing change.This volume comprises papers that were presented at the 4th International Conference on Communication and Media (i-COME'14) which was held in Langkawi Island, from the 18 to 20 October 2014.Organised by the Communication Department, School of Multimedia Technology and Communication, Universiti Utara Malaysia, this conference was attended by 200 participants from 20 countries, including those from Asia, Europe, Africa and Australia.As guest editors of the conference proceedings, we would like to express our sincere gratitude to the members of the scientific committee, reviewers and contributors to this volume for their goodwill, support and patience in revising their papers.We are also grateful to the committee members of the i-COME'14 who have assisted us in bringing this volume to fruition.

AbstractThe COVID‐19 pandemic has redefined the corporate sector's communication requirements to maintain organizational reputation among employees. This situation has led to lacklustre organizational performance and a decline in employee well‐being. However, little is known about how the sophisticated execution of internal crisis communication can foster productive employee responses. This study examines how internal communication during times of crisis strengthens employee task performance and well‐being, both of which are crucial for organizational success following the COVID‐19 pandemic. Drawing inspiration from situational crisis communication theory, the study primarily investigates the outcomes of internal crisis communication that generate favourable employee perceptions of their organization. A quantitative survey of 384 employees from various organizations was conducted, and the results indicated that efficient internal crisis communication enhances employee task performance, boosts employee well‐being and reduces crisis attribution, thus promoting employee behaviour that improves reputation. These findings contribute to the growing body of literature in public relations focused on understanding the psychological mechanisms underlying positive employee behavioural intentions during times of crisis. More importantly, strategic internal communication and maintaining a human element in employee interactions will benefit organizations in the long run. Practical implications for researchers and practitioners are discussed.

A considerable amount of literature has concluded that employee relations has always been overlooked in the area of crisis communication. Therefore, the aim of this study is to investigate the antecedents of internal crisis communication (ICC) that include safety culture, supportive environment, social media usage, management commitment and the consequences on the other hand comprising affective commitment, perceived organizational support, and employee crisis perception in the context of high risk industry in Malaysia. Past literature are used to develop a self-administered questionnaire and in-depth interview, was conducted for 277 employees of oil and gas industry while structural equation model (SEM) was employed as the tool of the analysis technique. The results show that safety culture, supportive environment, and management commitment have positive effects on internal crisis communication but with no effect on social media usage. Also, ICC is reported to correlate positively with affective commitment, perceived organizational support, and employee crisis perception. The model is developed on the basis of Situational Crisis Communication Theory and Sense-making Theory as the underpinning theories.

Abstract
The ongoing development of the strategic communication research in the area of the advertising calls for the development and validation of the measurement instruments that can address the indulgence of the advertising appeals in a specific cultural context. Therefore, the present study examines and validate advertising appeals by considering the norms based on the GLOBE nine cultural dimensions in Malaysian context. The analysis involved data from 10 advertising expert for content validation, followed by 10 advertising expert rating and ranking of the scale of its relevance and clarity to assess the item-level content validation. The results provided to support the impact of cultural norms are substantial for Malaysian advertising, which are identified from content validation procedure.

Over the last three decades, a series of research has revealed how strategic communication may have a profound effect on how members of society behave. More precisely, communication theories have documented the media's ability to determine the agenda in society. The situational theory of problem-solving is particularly interesting because it explains why and how individual members of society communicate during a problematic situation. This hypothesis has been evaluated in a variety of contexts to determine its efficacy. However, few studies have been conducted to examine the influence of communication from corporations or governments to community members. The character of persons, particularly employees' information seeking and sharing behavior, has been significantly overlooked in the context of COVID-19. The purpose of this study is to investigate theoretically how employees to process, seek, forward, filter, choose, and exchange information regarding COVID 19.

Currently, there are two historical sites has been recognized as World Heritage Site by United Nations Educational, Scientific and Cultural Organization (UNESCO) in Malaysia, which are Melaka (Malacca) and George Town, Penang. Since its recognition, those cities becomes so famous and positioned as one of the world tourism attraction that need to visit. In line with this prestige, conservation matter definitely appears to be a major concern especially to both cities in order to maintain the status given. The paper aims to discover the local daily newspaper of The Star in terms of its portrayal of image on the historic or heritage buildings within the areas of World Heritage Site. Content analysis and previous literature were used as the research method. The findings show that indeed the images of photo could influence the public reader and create awareness of the issues raised. Behind the image thus, this paper would also examine at the role of the state in an effort to conserve the historic buildings of these two cities. Studies on image or visual are still rare in the country and therefore, this paper intend to fill this gap by associating it with the cultural heritage conservation in Malaysia.

This paper is analyzes the local policy implementation by the state authorities at two historical cities, namely Melaka (Malacca) and George Town, Penang. Both cities are awarded as the United Nations Educational, Scientific and Cultural Or- ganization (UNESCO) World Heritage Sites. One of the most prominent compo- nent of tangible cultural heritage is historic buildings. Thus, it is essential to ensure the sustainability of those buildings so that they will keep attracting more domestic and international travelers. Lack of awareness from the local residents is one main issue arises due to some policies imposed by the local government concerning the historic buildings. This paper is based on previous literature and from findings of a study. The findings were obtained from content analysis of local daily bilingual print newspapers namely The Star and Berita Harian (BH) on the portrayal of cultural heritage in Malaysia. The result of this paper would sheds some light, especially on the conservation of historical buildings to both historical cities through the role of the state government and agencies in imple- menting and enforcing the formulated policies.

This research explores the applicability of quality e-services (QES) in new media and looks at how facilities, promotion and IT knowledge influence the levels of QES in new media for four hospitals in Malaysia. Methodologically, it uses quantitative approaches.The research was conducted at the four government hospitals in Malaysia: Selayang's Hospital, Sultanah Bahiyah Hospital, Queen Elizabeth Hospital and Putrajaya Hospital.As for the main objective, the study showed that there is significant relationship between the antecedents' factors of QES in new media.Furthermore, the element of facilities showed the most significant relationship for QES.

The study examines the role of a health-related promotional campaign launched in Pakistan in the context of advertising campaign to improve precautionary behavior toward dengue virus (PBDV). The focus of this study is to investigate the mediation of individual's attention, information surveillance, elaboration, and also the moderation of demographic features (e.g., gender, educational level, and dengue affected survival) in the relationship between the exposure of dengue-related public service announcements (DPSA) and PBDV. Telephonic interview technique was used to establish a representative sample ( N = 1,251) from Punjab (dengue-affected province of Pakistan) using a computer-assisted telephone survey software. The outcomes clarify the application of cognitive mediation model in the context of health communication. The findings revealed that individual's attention and information surveillance have considerable mediating effects on PBDV and DPSA relationship. Surprisingly, however, there is no indirect effect of elaboration on PBDV. The findings provide practical recommendations to public organizations while designing health communication strategies.

Purpose
This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments.


Design/methodology/approach
A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers.


Findings
The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development.


Originality/value
The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.

Abstract
Researchers are often faced with challenges of measurements for the phenomena of their interest. Progress in such situation can only be done through developing new measurements. Therefore, grounded on the pool of items generated from previous literature, this study takes a qualitative approach to develop a valid measure for internal crisis communication following two stage of Churchill's seminal theory. This study used semi-structured in-depth interviews for collecting data with a sample of 12 informants who are employees of an electric distribution company in Nigeria. The findings of this study indicated that the new internal crisis communication measure improved the quality of communication between management and employee during crisis. This study could provide policy makers, regulators, managers, and government on how to improve the crisis management among stakeholders. Also, the study is significant to the literature particularly in developing economy on crisis management that is lacking. Further study could look at internal stakeholders during crisis in other sectors.