The rapid development of technology and the use of smartphones and mobile applications (apps) have become significant and influential in today’s living. Despite the growing amount of research on mobile app usage, little is known on the role they play in shaping the behaviour of the mobile consumer. By deploying the framework, this study revises Sheth’s fundamental propositions of consumption values. While the fit of values has been recognised by many behavioural studies, insight into the theoretical interface in the mobile communication studies remains unsubstantiated. Therefore, this study explores the perceived consumption values on mobile apps behaviour and investigates the role of the rating of the apps and cost in influencing the behaviour. A total of 392 questionnaires were collected through an online survey with 9 hypotheses examined. The analysis of the structural equation modelling determined a final model with four significant factors (functional, social, emotional, and conditional values). It confirmed that the usage is influenced by the apps rating and cost towards a certain degree. This study indicates the potential significance variables in mobile consumer literature and sheds light on mobile communication marketing in the area of apps marketing, specifically in designing an effective user-experience (UX) apps for mobile consumers.

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With the advent of social media, many businesses are increasingly using the digital platforms in their daily operations, including in the recruitment process. Specifically, companies are utilizing social media to cybervet and validate the applicants. However, there is lack of research on curating social media content for professional digital persona among job seekers in Malaysia. Thus, this study aims to explore on how social media personal branding strategies can nurture future-ready talents in Malaysia to gain better career opportunities. Specifically, this study adopted a qualitative research approach in exploring the research objective and a total of 12 informants were recruited. The findings revealed that effective personal branding on social media significantly enhances the employability of job seekers by showcasing their skills, experiences, and professional values. Informants reported that strategic curation of social media profiles, including consistent posting of industry-related content and engaging in professional networks, contributed to greater visibility and credibility in the job market. Thus, this study expands the literature on strategic personal branding and employability for Malaysian job seekers, demonstrating how strategic social media content curation can offer better career opportunities. It also emphasizes the importance of social media literacy in today’s job market, and to integrate digital branding strategies in career development programs and higher education curricula.

Racism, animosity and ethnocentrism have been a topic of interest and sensitive issues. The purpose of this study is to explore and provide a better understanding of the impact of consumer racism, consumer ethnocentrism and consumer animosity among races in Malaysia on product judgment and purchase intention. By using the quantitative method, a survey has been conducted via online survey. A total of 220 Malaysian respondents were received. Descriptive statistics were used to analyze the data and the hypotheses were tested using multiple regression analysis and pearson correlation analysis using Statistical Package for the Social Science (SPSS) software version 25. The findings showed consistency with previous research. All hypotheses were supported, thus indicating interesting findings. Findings indicate that consumer racism is significantly related to product judgment and purchase intention. Additionally, the findings also suggested that consumer ethnocentrism and consumer animosity significantly affect product judgment and purchase intention. The contribution of this study is it gives a deeper point of view of consumer racism, ethnocentrism and animosity in the context of Malaysian consumers in which marketers can prioritize the particular aspect in regard to meeting the consumers’ demand and need. However, further research also needs to be done in order to expand the study. As time moves forward, the findings might be relevant now but not in the future. Future research can conduct the study in a smaller population as well as correlate between demographics of consumers with the purchase intention. Keywords: Consumer racism; consumer ethnocentrism; consumer animosity; product judgement; purchase intention

The widespread adoption of digital devices has fundamentally altered user behaviour. Specifically, in Malaysia, there's increased concern over the psychological risks faced by teenagers and young adults due to their heavy reliance on technology. This study aims to explore the knowledge, attitudes, and practices (KAP) toward digital depression, a form of depression associated with excessive or problematic digital media consumption, among youth in Malaysia. A cross-sectional survey was conducted with 389 respondents, comprising teenagers (aged 13-17) and young adults (aged 18-29), utilising the Patient Health Questionnaire (PHQ-9) to assess their knowledge, attitudes, and practices (KAP) towards digital depression. A quantitative analysis revealed high mean scores in all KAP dimensions, indicating strong awareness and understanding of digital depression among participants. However, despite this awareness, many participants reported experiencing significant depressive symptoms, such as low self-esteem, difficulty concentrating, and sleep disturbances, due to excessive social media use. The study also found that while respondents understood the need to reduce screen time and adopt healthier digital practices, there remained a gap between knowledge and action, with few actively engaging in behaviours that could mitigate the impact of digital depression.