Eunice Lee Eu Li, an undergraduate student from XMUM Advertising programme, has won the Gold Award at Final Year Project & Postgraduate: Research & Innovation Poster Competition (Series 2/2022) for the category of Degree Final Year Project Social Sciences and Humanities.

Organized by Mediate Nexus and Nurture Fast (MNNF) Network, this competition is a platform for students to present their final year projects and theses (or dissertations) in the field of science, engineering, technology, mathematics, social sciences, and humanities.

Eunice Lee conducted a research entitled “Source Credibility Model: A Study on Social Media Influencers in Building Brand Image among Xiamen University Malaysia Students” for the final year research project under the supervision of Assistant Professor Dr. Tan Poh Ling. She tried to identify the usage patterns of Xiamen University Malaysia students in social media, and further examined the impact of the sub-dimensions of the Source Credibility Model (attractiveness, expertise, trustworthiness) on social media influencers’ strength in building brand image. The result indicates that expertise of a social media influencer has the most significant impact on building brand image, followed by attractiveness and trustworthiness.