Background A major workforce inadequacy and the change in skill demanded have been observed due to the digital transformation. This study aims to identify the digital skills demanded by employers, focusing on exploring the skills gaps among the graduates that impact graduate employability. Methods A cross sectional online survey was conducted among the companies registered with the Malaysian Productivity Corporation (MPC). Demand for digital skills was assessed using descriptive analysis of mean scores of the employers’ rating in digital skills at present and in future. A pair sample t-test was performed to explore the existence of skill gaps, by comparing the demand versus competencies of the graduates’ digital skills in the workplace. Results Of the 393 responses collected, 376 responses were used for final analysis. The findings show that the current top three digital skills in demand are “information and data literacy”, “problem-solving”, and “digital content creation”. Whereas the top digital skills for future demand are “problem-solving”, “safety”, and “communication and collaboration”. In addition, the most significant (digital) skill gap is found in “communication and collaboration skills” followed by “problem-solving” and “safety” skills. Conclusions These findings provide insights into the digital skills demanded by employers in IR 4.0, allowing the practitioners, education service providers and policymakers to do better planning on human capital management and training development. By focusing on identifying the current and future demand for digital skills while exploring the digital skill gaps among the graduates, this study provides insight into the employability skills required by the graduate before entering the job market.

TikTok has emerged as a premier social media application for sharing entertainment videos. This study examines the factors influencing TikTok's popularity, specifically focusing on how informativeness, uniqueness, co-creation, and entertainment contribute to its success. Using primary data, questionnaires were distributed to Generation Z in Yogyakarta, Indonesia, resulting in 142 respondents. The data analysis revealed that informativeness is the most significant factor related to the popularity of TikTok. Interestingly, co-creation was found to have no significant relationship with its popularity. The findings provide insights for social media managers to understand which variables to prioritize for platform growth and engagement.

This research investigates three independent variables—price awareness, brand image, and self-concept—and their influence on the purchasing behavior of Generation Y consumers in Malaysia's fashion apparel industry. The study also examines if there is a significant difference in behavior based on gender. The ABC Model of Attitude (Affect, Behavior, and Cognition) is used as the underpinning theory, explaining how consumers change their thinking, feeling, or acting toward a product. This is a quantitative study where data collected via questionnaires was analyzed using SPSS version 25.0. The findings aim to help marketers and organizations better understand consumer psychology in the current Malaysian market.

L&P Cosmetics, a South Korean cosmeceutical company, has achieved significant success with its premium facial mask brand, Mediheal. Driven by the vision of CEO Kwon Oh Sub to provide professional-grade skincare at home while giving back to the community, the company successfully identified and filled a niche in the Korean beauty routine. By focusing on "complementary items" rather than just core skincare steps, Mediheal dominated both the South Korean and Chinese markets. This case study explores the differentiated approach, the business model of this "Unicorn" company, and the unique motivational factors that led to its viral global success.