The student from Advertising Programme won gold award at Research & Innovation Poster Competition

Eunice Lee Eu Li, from Advertising Programme won the gold award at Final Year Project & Postgraduate (FYPP): Research & Innovation Poster Competition Series 2/2022 organized by MNNF Network under the category of Degree Final Year Project Social Sciences and Humanities.

This competition is a platform for students to present their final year projects and thesis (or dissertation) in the field of science, engineering, technology, mathematics, social sciences, and humanities. This competition aims to provide a platform for students to present and share their final year project, thesis, or dissertation, and to encourage research and innovation culture among students.

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 Dr Tan Poh Ling. Her study aims to identify the usage patterns of Xiamen University Malaysia students in social media as a source of information for this study, and further examine the impact of the sub-dimensions of the Source Credibility Model (attractiveness, expertise, trustworthiness) on social media influencers’ strength in building brand image. Using online survey questionnaire, 150 data were collected. The result indicates that expertise of a social media influencer has the most significant impact in building brand image, followed by attractiveness and trustworthiness.

(to check the award information, please click the following site: https://www.mnnfnetwork.com/results.html)