The Research Management Center congratulates Associate Professor Dr. Wang Changsong on winning the Best Paper Award at the AICCON (ASPIKOM International Communications Conference 2021), for co-authoring the paper entitled “Elaboration Likelihood of Quick Response Code Indonesian Standard Digital Payment Brand Awareness”.

Held during 8 - 9 February 2021, this international conference was hosted by ASPIKOM, a premier association of communication science academics in Indonesia. With the theme “Advancement of Engineering, Applied Sciences and Interdisciplinary Research for Sustainable Communication Development”, the Conference aims to create sustainable communication among communication scholars and advance the scholarly study of communication by encouraging and facilitating academics in academic research.

A joint research project with Universitas Bunda Mulia Jakarta, Indonesia, the study examines the effectiveness of advertising, internet marketing and sales promotion of Quick Response Code Indonesian Standard (QRIS) in developing brand awareness among Wirausaha UMKM Indonesia’s community. The paper concludes that the peripheral route is more effective than the central route in creating brand awareness of QRIS digital payment.

 About Dr. Wang Changsong 

Dr. Wang Changsong is now an Associate Professor at Xiamen University Malaysia. He serves as the Head of Department for Journalism and Advertising Programme, as well as the Director of Centre for ASEAN and Chinese Screen Studies (CACSS). He is also a jury member for several international film festivals held in China and Malaysia, and the Programmer for Malaysia International Film Festival (MIFEST) 2020. Currently, he is the Vice President of International Network on Media and Communication (INMC), and an expert fellow for Asian & Chinese-language Cinema Research Centre, Beijing Normal University, China.