• ISSN: 2010-0248 (Print)
    • Abbreviated Title: Int. J. Innov.  Manag. Technol.
    • Frequency: Quarterly
    • DOI: 10.18178/IJIMT
    • Editor-in-Chief: Prof. Jin Wang
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HOME > Archive > 2010 > Volume 1 Number 1 (Apr. 2010) >
IJIMT 2010 Vol.1(1): 1-6  ISSN: 2010-0248
DOI: 10.7763/IJIMT.2010.V1.1

Visualizing Patterns of Preference and Trusted Media for Managing Strategic Communication

Nasiroh Omar, Siti Z. Z. Abidin, Zamalia Mahmud, Hani Fuziah Abdul Rahman and
Marshima MohdRosli

Abstract—In managing strategic communication, media plays an important role for delivering and communicating information. Communicating and retrieving information using common media that include traditional (e.g. newspapers, television, radio, telephone) and online media (e.g. online news paper, blog, YouTube, Facebook, Yahoo Messenger and e-mails) are among the common activities of young IT literate generation. In this paper, we present an exploratory study to investigate the common and online media perception of undergraduate students relating to their preference and trust for retrieving information and communicating activities. Participants comprise of thirty eight Universiti Teknologi MARA (UiTM) Malaysia, undergraduate students who were computer literate as well as regular computer users. Data was analyzed using multidimensional proximity scaling and multiple response techniques. The results indicated that male and female students differ in their preferences and trust for common and online media activities. Female students were consistent whilst the males were rather inconsistent. Nevertheless, these findings contradict with Media Richness Theory (MRT) in which the one-way communication media are more preferred and trusted by the Malaysian young generation of IT literate. The results in this study would be useful for future research in investigating factors that could influence the behavior of users in seeking reliable information.

Index Terms—Strategic communication, preference, trust, media, multi dimensional proximity scaling.

N. Omar, Z. Mahmud, H. F. A. Rahman and M. M. Rosli are with the Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, 40450 Shah Alam, MALAYSIA ({nasiroh, zamalia, hani,marshima}@tmsk.uitm.edu.my).
S. Z. Z. Abidin is with Faculty of Communication and Media Studies, Universiti Teknologi MARA, 40450 Shah Alam, MALAYSIA (phone:006-03-55211187; fax: 006-03-55435501; e-mail: sitizaleha533@salam.uitm.edu.my).

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Cite: Nasiroh Omar, Siti Z. Z. Abidin, Zamalia Mahmud, Hani Fuziah Abdul Rahman and Marshima Mohd Rosli, " Visualizing  Patterns  of  Preference  and  Trusted  Media  for Managing Strategic Communication," International
 Journal of Innovation, Management and Technology vol. 1, no. 1, pp. 1-6, 2010.

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