Social Construction Theory assumes that the development of communication technology in the organization causes the organization's staff to share meanings and actions responding to the technology. Meanwhile, the Theory of Social Influence explains the impact of new technology applications such as social media usage affects the environment. These theories emphasise that social media such as WhatsApp has taken over traditional communication and become one of the primary communication channels in the organization. Accordingly, based on the assumptions found in both theories, this study was conducted to identify the determinants of WhatsApp acceptance as a medium of interaction between staff in an organization. Specifically, this study applies a qualitative method to examine WhatsApp usage as a medium of interaction. Data were obtained through in-depth interviews with the middle-level management staff at a public university. All informants were the staff members who have served the university for more than five years and have used WhatsApp for work-related matters. The interview transcription was analysed using the thematic analysis based on the assumptions of both theories. The research finding shows that the combination of both theories were able to explain the factor of WhatsApp usage and its implications among the staff in the organization. Therefore, this study has contributed towards the strengthening of the assumptions found in the Theory of Social Construction that is interpretive flexibility, tolerance, socio-cultural and stability, and also in the Theory of Social Influence which is compliance, identification, and internalization. In addition, this study has also contributed to studies related to communication technology usage and strengthening the theories related to these aspects. Keywords: Social media, WhatsApp, qualitative study, social construction theory, social influence theory.

The purpose of this article is to provide an initial analysis of the study related to the process of receiving and responding to the WhatsApp official group messages at work. Many previous studies have focused on the usage factors, advantages and disadvantages, as well as the implications of using WhatsApp. But this paper will reveal the interpretation of a small group of employees at Universiti Utara Malaysia of their roles and actions related to WhatsApp official group messages. A total number of five administrative and academic staffs had been involved in this initial study. The results of this initial study will be used to strengthen the interview questions for the next phases of this study -focus groups and in-depth interviews, as well as the development of a questionnaire instrument. This initial study revealed that all Informants have joined at least one WhatsApp official group and have a number of other WhatsApp groups. Three dominant themes emerged and had been interpreted from the data as related to reception and feedback to the WhatsApp messages, namely the reception and message development; the use of appropriate grammar and manners; and the awareness of time value, respect differences, and message impacts to the organization. This study contributes to an understanding of the real situation of the usage of WhatsApp group in an organization where the selected employees are aware that every message they want to share with others may affect their organization.

Most alumni studies were studied with a theoretical background involving microeconomic strategies, charity contribution literature, management, marketing relations, marketing services, science education, and integrative approaches. Research in the field of communication strategy in determining alumni loyalty that is directly related to the field and theoretical communication is minimal. There is no empirical evidence from the point of view of strategic communication that proves the relationship between the university's efforts and alumni's contribution to the university. Some studies have suggested the application of customer relationship management in universities. Through customer relationship management, analysis of communication needs between the university, students, and alumni can be identified. Therefore, this paper aims to describe the communication strategy carried out by the University through the Alumni Center to establish good relations with the alumni. This study was carried out using a qualitative method which is interviews. An interview session was held with the Director of the Alumni Center, six former Directors, and an administrative officer who has served the Alumni Center for several years since its establishment. The results of the study found that various strategies have been carried out by the UUM Alumni Center that can be linked to communication strategies. These include the channel strategy, message strategy, branding strategy, collaboration strategy, and social marketing strategy. The results of this study contribute to strategic communication, considering that the fields of marketing management, economics, and educational science mostly pioneer the highlights of alumni research literature.

Daie, who has credibility in communicating and utilizing YouTube as a medium of da'wah delivery is seen to raise students' moral awareness. Nevertheless, there is a question of the aspect of Daie's credibility and attractiveness in increasing the morality of university students. A survey of 351 students from Universiti Utara Malaysia (UUM) was conducted. Credibility and attractive instruments were taken from the TEARS model by Shimp (2000). Moral instruments are modified from Prihatini, Mardapi, and Sutrisno (2013) to measure the morals of university students from moral dimensions to Allah and the Prophet, morals to themselves and the surrounding areas, and morals to the environment. The results showed that there was a positive and significant relationship between Daie's credibility towards the awareness of moral changes in Allah and the Prophet with the value of r=0.295, morals towards themselves and the surrounding areas with the value of r=0.292, and morality towards the environment with r=0.315.  The findings also showed that there is a positive and significant relationship between the attractiveness of preachers towards the awareness of moral changes in Allah and the Prophet with the value of r=0.252, morals towards themselves and the surrounding areas with the value of r=0.267, and morality towards the environment with r=0.138. In conclusion, a Daie YouTube who is credible and attractive as a preacher can increase the tendency of the younger generation to gain knowledge related to religion and encourage younger generations especially university students to strive in improving their morality.   Keywords: YouTube, Morale, Credibility, Daie, TEARS

The existence of the Internet causes social media platforms such as blogs, Facebook, Twitter, Instagram and YouTube increasingly developing and booming, especially with the availability of today's smartphone progress. Smartphones mobile data usage allows individuals to be able to quickly access a search via social media even wherever they are. Duet to this potential, social media has become an integral part of the important thing for companies nowadays to connect with target audiences and organize effective strategies to attract their attention. At the same time, social media is becoming a place where online advertising is used.  So much undeniably that most of the profits for apps and social media websites mostly come from the ad sector.  The existence of this digital platform makes the targeters so sensitive to research on advertisement effectiveness to enable them to determine the most effective and appropriate communication medium for placing their ads. The value of advertising was found significantly more dependent on ad entertainment, ad descriptions provided, lack of irritation in advertisements, and ad credibility. Besides, price factors, trust values and service quality are also online capable of influencing consumer purchase intentions. In that respect, this paper is dedicated to discussing the value of advertisements, pricing factors, trust values and quality of service also online and the intention of online purchases on YouTube.    Keywords : Value of Advertisements, Intention of Online Purchases, Social Media, YouTube