Abstract: This paper explores the differences in the short video consumption across platforms by comparing TikTok and Douyin in a case study of Chinese restaurant brand Haidilao. Although the two are under the same parent company, they are culturally different settings that influence content strategies and reactions by the audience. The research, conducted through a mixed-methods approach, incorporated descriptive statistics, Mann-Whitney U tests, Spearman rank-order correlations, and cross-tabulations to determine Fisher's exact tests. The results show that Douyin demonstrates higher performance than TikTok in core engagement metrics, including views, likes, comments, and shares. The greater engagement on Douyin is significantly linked to culturally ingrained content, emotional sentiment and professionalism of production, which are characteristics of the high-context and collectivist communication in China. Conversely, TikTok interactions are more based on humorous content, popular melodies, and casual looks, which align with the interests of individualistic low-context cultures. These findings provide empirical support for Hofstede's cultural dimensions theory and Hall's high-context versus low-context communication framework. The results also demonstrate the role of platform affordances in shaping content performance, suggesting that brands must develop culturally adaptive, platform-specific strategies to optimize audience engagement. Although limited by sample size and focused on a single brand, this study provides valuable insights into cross-cultural digital marketing. It lays the groundwork for future research on global content optimization. Keywords: Content strategy; Cross-cultural communication; Cultural adaptation; Digital engagement; Platform affordances

Kecerdasan emosi adalah satu keupayaan individu dalam proses memantau perasaan dan emosi diri sendiri dan orang lain yang lebih untuk mendiskriminasi konteks komunikasi. Individu dalam konteks ini akan menggunakan maklumat dari andaian kecerdasan emosi untuk membimbing pemikiran dan tindakan seseorang dalam situasi komunikasi. Mahasiswa tidak terkecuali dalam situasi ini dengan melihat hubungan kecerdasan emosi dan kemahiran komunikasi interpersonal. Kajian ini bertujuan untuk mengenal pasti kesan kecerdasan emosi dan sub dimensi kecerdasan emosi iaitu kesedaran diri, pengurusan emosi kendiri, motivasi diri, empati dan kemahiran sosial dengan kemahiran komunikasi interpersonal mahasiswa. Kertas kerja ini adalah hasil kajian melalui tinjauan kuantitatif terhadap 379 responden melalui soal selidik atas talian dengan menggunakan kaedah analisis data multivariate bagi menguji pengaruh berkenaan. Dapatan menunjukkan kecerdasan emosi dengan kemahiran komunikasi interpersonal mempunyai hubungan yang signifikan khususnya bagi dimensi kemahiran sosial dan empati. Analisis regresi berganda menunjukkan terdapat hubungan yang signifikan di antara kecerdasan emosi dengan kemahiran komunikasi interpersonal. Oleh yang demikian, pertimbangan kecerdasan emosi dalam kalangan mahasiswa mempunyai pengaruh positif terhadap kemahiran komunikasi interpersonal dalam kalangan mahasiswa. Namun perincian sub dimensi lain iaitu kesedaran diri, pengurusan emosi kendiri dan motivasi diri masih menjadi persoalan dalam kajian akan datang memandangkan sub dimensi ini tidak memberi pengaruh terhadap konteks kemahiran komunikasi interpersonal dalam kalangan mahasiswa. Oleh yang demikian, cadangan akan datang boleh menumpukan kepada sub dimensi ini dalam khalayak yang berbeza bagi membuktikan perkaitan kewujudan pengaruh berkenaan. Implikasi hasil kajian boleh memberikan gambaran bahawa proses komunikasi mahasiswa boleh dipengaruhi oleh sifat empati mereka dan kemahiran sosial iaitu organisasi yang mempunyai matlamat langsung kumpulan ini boleh mempertimbang program atau modul yang berkaitan dalam aspek kemahiran komunikasi interpersonal seterusnya menyumbang kepada keberhasilan modal insan yang unggul. Kata kunci: Empati; Kecerdasan Emosi; Kemahiran Komunikasi Interpersonal; Kemahiran Sosial; Pengurusan Emosi Kendiri Emotional intelligence is an individual's ability to monitor their own feelings and emotions as well as those of others, particularly to navigate communication contexts effectively. Individuals in this context utilize emotional intelligence cues to guide their thoughts and actions during communication situations. University students are no exception, as this study explores the relationship between emotional intelligence and interpersonal communication skills. This study aims to identify the effects of emotional intelligence and its sub-dimensions self-awareness, self-emotion management, self-motivation, empathy, and social skills on students’ interpersonal communication skills. This paper is based on a quantitative survey of 379 respondents through an online questionnaire, using multivariate data analysis to examine the relationship. The findings indicate a significant relationship between emotional intelligence and interpersonal communication skills, particularly in the dimensions of social skills and empathy. Multiple regression analysis also confirms a significant relationship between emotional intelligence and interpersonal communication skills. Therefore, considering emotional intelligence among university students shows a positive influence on their interpersonal communication abilities. However, the influence of other sub-dimensions such as self-awareness, self-emotion management, and self-motivation remains uncertain and warrants further research, especially since these dimensions did not show significant effects in this study. Future research is encouraged to focus on these sub-dimensions across different population groups to examine the potential relationships. The implications of this study suggest that students’ communication processes may be influenced by their empathetic traits and social skills. Hence, organizations with direct interest in this group may consider developing programs or modules related to interpersonal communication skills, ultimately contributing to the development of excellent human capital. Keywords: Empathy; Emotional Intelligence; Interpersonal Communication Skills; Social Skills; Self-Emotion Management

The Indonesia International Student Mobility Awards (IISMA) is one of the schemes under Kampus Merdeka Program initiated by the Ministry of Education, Culture, Research, and Technology of Indonesia , designed to enhance students’ global exposure by enabling them to study abroad. IISMA awardee will have pre-departure preparation that leads to different adjustment experience. Pre-departure, departure and adjustment experiences will expose students to a circumstance whereby they can utilize digital media to seek information and deal with intercultural challenges during the program. This study explores how IISMA awardees in Malaysia navigate their intercultural adjustment, with particular focus on the role of digital media. A qualitative approach was used, involving in-depth interviews with selected IISMA participants studying at universities in Malaysia. Informants reflected on their experiences across the pre-departure, arrival, and adaptation phases, highlighting digital media’s role in information-seeking, expectation management, and emotional support. Findings show that digital media played a key role for students to connect with peers, access cultural knowledge, and manage sociocultural and psychological challenges. However, variations in digital media literacy and prior international exposure affected how effectively these media were used. The study concludes that digital media supports intercultural adaptation but underscores the need for structured pre-departure preparation. Keywords: Digital Media; Intercultural Communication; Interaction; Adjustment; IISMA

The education system in pondok school institutions adopts and emphasizes the learning method known as talaqqi. This method involves face-to-face learning between teacher and student. However, when the Covid-19 pandemic struck the country in 2020, the government enforced the Movement Control Order nationwide. As a result, the education system shifted entirely to online learning. Students were required to use digital platforms from home. Consequently, traditional learning could not continue and had to transition to virtual learning through digital platforms. Therefore, this article aims to measure the level of acceptance and effectiveness of the PdPR (Home-based Teaching and Learning) platform among students of Zakat Schools in Kedah. A quantitative method with data collection through a survey design was employed in this study. This method is suitable for addressing cause-and-effect research questions. The survey involved a total of 301 students from three Zakat Schools in Kedah. The findings showed that the students’ level of acceptance of PdPR learning via digital platforms recorded an average mean score, indicating a moderate level of acceptance. Meanwhile, the level of effectiveness also recorded an average mean score. The study’s findings suggest that both the acceptance and effectiveness of PdPR learning through digital platforms were at a moderate level. This aligns with the abrupt transition from the talaqqi method to digital learning in a short period. Students were not yet fully prepared to face such a change. Keywords: Covid-19; Zakat Schools, PdPR, Digital Platform, UTAUT Theory Sistem pendidikan di institusi sekolah pondok mengadaptasi dan menekankan kaedah pembelajaran menerusi “talaaqi”. Kaedah ini merupakan kaedah pembelajaran bersemuka di antara guru dan murid. Walau bagaimapun, apabila pandemik Covid-19 yang menular negara pada tahun 2020, kerajaan telah menguatkuasa Perintah Kawalan Pergerakan di seluruh negara. Oleh itu, sistem pendidikan telah beralih sepenuhnya kepada kaedah atas talian. Murid-murid dikehendaki menggunakan platform digital di rumah. Justeru, pembelajaran tidak dapat diteruskan dan terpaksa beralih secara maya menerusi platfom digital. Sehubungan itu, artikel ini bertujuan untuk mengukur tahap penerimaan dan tahap keberkesanan penggunaan platform PdPR terhadap murid Sekolah Zakat Kedah. Kaedah kuantitatif dengan pengumpulan data menerusi kajian berbentuk tinjauan digunakan dalam kajian ini. Ia sesuai untuk menjawab persoalan kajian yang bersifat sebab dan akibat. Tinjauan kajian melibatkan seramai 301 murid daripada tiga buah Sekolah Zakat Kedah. Dapatan menunjukkan tahap penerimaan murid terhadap kaedah pembelajaran PdPR menerusi platform pendigitalan menunjukkan skor purata min tahap penerimaan iaitu berada pada tahap sederhana. Manakala bagi tahap keberkesanan pula menunjukkan skor purata min. Dapatan kajian menunjukkan tahap penerimaan dan tahap keberkesanan pembelajaran PdPR menerusi platform digital berada pada tahap sederhana. Ia selari dengan perubahan kaedah secara drastik pembelajaran menerusi “talaaqi” berubah kepada digital dalam masa yang singkat. Murid belum bersedia sepenuhnya dalam menghadapi perubahan tersebut. Kata kunci: Covid-19; Sekolah Zakat, PdPR, Platform Digital, Teori UTAUT.

Abstract: Previous research utilising diffusion tensor imaging (DTI) has reported disruptions in white matter pathways among individuals with anxiety-related disorders. However, there is limited research focusing on healthy or non-clinical groups with self-reported anxiety symptoms. This investigation aims to explore how self- reported anxiety relates to white matter microstructural differences in non-clinical adult brains. A total of twenty-nine participants took part in the study. Each participant completed the Depression Anxiety Stress Scale-21 (DASS-21) and underwent a detailed high-resolution 3T magnetic resonance imaging (MRI). Diffusion MRI connectometry was conducted to generate correlational tractography, identifying links between generalised fractional anisotropy (FA) values of white matter and anxiety scores derived from the DASS-21. The average anxiety score, as measured by the DASS-21, was 10.97 with a standard deviation of 7.002. Notably, a significant inverse association emerged between anxiety levels and FA values in several white matter regions, including the left and right inferior fronto-occipital fasciculi, the left inferior longitudinal fasciculus, the right superior longitudinal fasciculus, and the left parahippocampal cingulum bundle (p < 0.05). The local brain connectome associated with anxiety may serve as a biomarker for early diagnosis and prevention of anxiety disorders in non-clinical populations. Keywords: Anxiety; Connectometry; Diffusion Tensor Imaging; White Matter; DASS-21

Abstract: Scams are systematically executed crimes. Criminal tactics are organized based on the targeted victims, timing, and technological advances. Various approaches have been implemented by authorities to educate and raise awareness among the public regarding the modus operandi and methods of self-protection against these crimes. Therefore, this study aims to identify the level of knowledge and behaviour on self protection against scam crimes among teenagers in Malaysia. A total of 482 teenagers aged 16 to 19 participated in this study. The survey instrument involved five constructs and 29 items formulated based on guidelines, campaigns, and promotional materials implemented by various authoritative agencies in Malaysia. Data were analyzed using descriptive analysis in the form of frequency, percentage, and cross tabs analysis. While the inference analysis used was the multiple regression analysis to analyze the influence of each variable toward respondents’ behaviour. The analysis results found that the scores of teenagers’ knowledge for two constructs were high (data information, data security), and three constructs were moderate (communication, digital content, problem-solving). Whereas the finding of multiple regression analysis indicated that all variables were significant in influencing respondents’ behaviour except for the digital content variable. Overall, this study proved that the protective actions taken by authorities against scam crimes were effective. However, these efforts need to be continued to ensure that these preventive elements can still be practiced in the future. Keywords: Scam; Teenagers; Communication; Digital Content; Problem-solving; Data Security; Data Information

Abstract: Organ donation, with its low donation rate and high demands, is undoubtedly one of Malaysia's most important health-related challenges. Despite the government's extensive efforts, little has changed in terms of swaying public opinion to pledge as an organ donor. There is ever-increasing number of people needing transplantation and the organs made available is definitely less. As numerous individuals require transplants, there are obviously fewer available organs to meet the demand. The study aims to contribute towards this issue, focusing on examining the social media strategies used by the government in transmitting the organ donation information as well as persuading Malaysians to pledge as an organ donor. The study intends to make a contribution to this issue by evaluating the social media tactics the government uses to disseminate information about organ donation and encourage Malaysians to sign up as donors. Using qualitative content analysis, information was gathered from the official ‘Derma Organ’ Facebook page. The data has been evaluated and associated to the engagement rates using cognitive, affective and conative message strategies. The analysis resulted with the majority of posts used a cognitive technique, while affective strategy appears to have a greater rate of engagement. To improve the public's desire to commit as an organ donor, more emphasis should be placed on valuing emotive strategy when creating social media content. Keywords: Affective; cognitive; conative; organ donation; social media strategy.

Abstract: Sports are recognized as an instrument for development and peace. However, the use of drugs in sports exceptionally competitive sports is alarming. The International Olympic Committee (IOC) initiated the World Anti-Doping Agency (WADA) as an international independent agency to lead a collaborative worldwide movement for doping-free sport. The use of doping among athletes can harm the athletes themselves, especially in health, both physical and mental health. As for Malaysia's doping, the Anti-Doping Agency of Malaysia (ADAMAS) is responsible for training and awareness programs. This study aimed to examine the influence of knowledge, awareness, and education on the effectiveness of the ADAMAS anti-doping awareness program. The study used questionnaire data from 62 athletes involved in several sports. The study found a positive relationship between knowledge, awareness, and education towards and the effectiveness of the ADAMAS anti-doping educational program. The findings also show that awareness explains a high degree of the effectiveness of the ADAMAS anti-doping educational program. The study suggests that awareness programs such as e-learning or seminars are meaningful for young and new athletes to train and educate them early on the effects of substance abuse in sports and increase vigilance about the latest information on doping. Keywords: Athletes; Anti-doping Program; Awareness; Education; Knowledge

Abstract: Nowadays, childcare plays a crucial role in society, supporting the development and well-being of children while enabling parents to work and contribute to the economy. Prioritizing childcare is essential for fostering healthy child development, supporting families, and promoting economic prosperity. However, poor-quality childcare can have detrimental consequences for children, families, and society as a whole. Hence, this study aims to evaluate the reliability of the questionnaire used in exploring an unregistered childcare monitoring model, by examining the impact of customer reviews, interactivity, law, rules and regulations, and technology innovation on perceived risk to assist parents in making less risky childcare decisions. A total of 30 working mothers from across Malaysia who send their children aged 0-4 years to childcare centres are involved in this pilot study. The study data were obtained through a questionnaire survey. The reliability level of this questionnaire is high, with a Cronbach's Alpha value exceeding 0.70. The data collected was analysed using SPSS version 29. A website or mobile app can be developed based on the findings to enable parents and the Department of Social Welfare (DSW) to rate childcare centres quality and interact with other parents. Thus, parents can make more informed decisions by purchasing childcare services with the least perceived risk. Furthermore, innovating unregistered childcare monitoring through a market-based approach can increase public confidence on DSW's capability to govern these illegal activities. The childcare monitoring model also provides a more economical solution that will reduce government spending on hiring childcare centre inspectors, as parents will voluntarily contribute their reviews about suboptimal childcare services. Keywords: Childcare; Mitoring Model; Unregistered Childcare; Perceived Risk; Customer Review; Interactivity; Law, Rules and Regulation; Technology Innovation

Abstract: This study investigated the attitudes of undergraduate students in Malaysia regarding the use of YouTube as a tool to enhance their speaking skills. A quantitative research instrument in the form of a 5-point Likert Scale survey questionnaire, adapted from Alkhatiri (2019), was used. The survey was administered to a sample of 30 undergraduate students who were currently enrolled in the English for Presentation Skills (ELC590) course at Universiti Teknologi Mara (UiTM). The purpose of the survey was to gather information regarding the perceptions of these students regarding the impact of YouTube on enhancing English speaking abilities. The data was examined using Statistical Package for the Social Science (SPSS) version 27, employing descriptive analysis to calculate the mean, standard deviation, and ANNOVA. The results indicated that YouTube is considered to be a highly successful online medium for enhancing speaking skills, as evidenced by an average score of 4.05 in the current study. The ANOVA analysis revealed a significant difference (p<0.05) in the association between attitudes and the usefulness of YouTube. This indicates a strong connection between attitudes and the usefulness of YouTube, and improvements in one area directly benefit the other. Therefore, it can be concluded that YouTube is a good resource for learning English, since it increases student motivation and engagement by utilising YouTube to improve speaking abilities among undergraduate students in Malaysia. Keywords: Perceptions; YouTube; Speaking skills; Attitudes; Usefulness of YouTube