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Public Perception and Persuasive Verbal Communication of Audience Engagement at Consumer Exhibitions in Brunei Darussalam Afifah Suhaili; Mas Ayu Mumin
SALTeL Journal (Southeast Asia Language Teaching and Learning) Vol. 7 No. 2: July 2024
Publisher : Association of Language Teachers in Southeast Asia (ALTSA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35307/saltel.v7i2.159

As Brunei Darussalam aims to promote a highly skilled and educated society, understandably effective verbal communication may play a crucial role in enhancing audience engagement and influence consumer behaviour in their purchasing decision. This research explored the impact of public perceptions and persuasive verbal communication towards audience engagement at consumer exhibitions in Brunei Darussalam. Through qualitative approach, the study employed a phenomenological design in gathering data through semi-structured interviews at the consumer exhibitions. The analysis revealed five themes: (1) interpersonal communication including friendliness, forcefulness and limited interaction, (2) promotional and interactive tactics were the important factors for exhibitors to consider to significantly enhance audience engagement. Moreover, public expected exhibitors to implement (3) informative language and product knowledge where they desired to receive clear and concise information about products or services offered. The key strategies that would contribute to audience engagement include (4) communication attributes where confidence, tone of voice, clarity and politeness must be practised by exhibitors and understanding the (5) influence of first impressions and branding including the perception of company values, word of mouth, visual design, credibility and persuasion. The findings provided insights into how persuasive verbal communication and audience engagement can be enhanced during consumer exhibitions, underscoring the need to adopt effective communication strategies that caters to the audience’s level of understanding and emotional comfort.

Framing the Value of Online Databases: A Multimodal Study of UTB Library’s Communication Strategies Haziq Adenin; Mas Ayu Mumin
SALTeL Journal (Southeast Asia Language Teaching and Learning) Vol. 9 No. 2: July 2026
Publisher : Association of Language Teachers in Southeast Asia (ALTSA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35307/saltel.v9i2.185

This study examined how Universiti Teknologi Brunei (UTB) Library communicates the value of Perlego and ScienceDirect through its social platforms. While previous studies have explored databases usage, the value of databases as well as library communication, limited research has investigated how meaning is constructed through multimodal communication or discourse in academic library contexts. Using a qualitative approach, this study employed desk based research and content analysis to analyse five selected screenshots obtained from UTB Library’s e-Resources webpage and official Instagram account. By using Multimodal Discourse Analysis, the study examined textual and visual elements including colour, images and lexical choices. The findings revealed that UTB Library adopts different communication strategies across platforms, with the webpage presenting a formal and corporate approach while Instagram emphasises on engagement and user-friendly. The study contributes to understanding how academic libraries construct meaning and promote online resources through multimodal discourse and communication.

Examining Hybrid Communication Practices among Micro-Enterprise Owners in Brunei’s Event Based Business Environment Batrisyia Jamil; Mas Ayu Mumin
SALTeL Journal (Southeast Asia Language Teaching and Learning) Vol. 9 No. 2: July 2026
Publisher : Association of Language Teachers in Southeast Asia (ALTSA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35307/saltel.v9i2.188

Micro, Small, and Medium Enterprises (MSMEs) play an important role Brunei’s economic development, with micro-enterprises forming the largest business subgroup and contributing significantly to employment, economic diversification, and community-based activities. This study examines how owners of seasonal and event-based micro-enterprises in Brunei employ hybrid communication strategies, defined as the integration of digital and offline communication approaches within their business operations. The study aims to explore how micro-enterprise owners utilised hybrid communication practices to engage with consumers, build relationships, and navigate operational challenges within Brunei’s socio-cultural and economic landscape. Guided by Integrated Marketing Communication (IMC) Theory, Attribution Theory, and Bourdieu’s concept of Social Capital, this study adopted an exploratory qualitative research design. Data were collected through semi-structured interviews, overt observations, and artefact analysis of micro-enterprise owners operating within Brunei’s pop-up event sector. The findings of this study reveal that participants strategically integrated digital and offline communication practices to maximise visibility, sustain customer engagement, and support business operations. The findings further demonstrate that communication extends beyond customer engagement by facilitating the development of social capital through vendor networks, event organisers, and informal community groups that provide access to information, support, and business opportunities. However, participants also experienced challenges related to communication workload, financial constraints associated with event participation and emerging concerns regarding artistic authenticity within an increasingly digitalised environment. Overall, the study highlights hybrid communication as an ongoing and culturally embedded process through which micro-enterprise owners support business sustainability while continuously negotiating between communication demands, financial limitations, and evolving business environments.

The Awareness of Fake News Among Millennials in Brunei Darussalam: New and Traditional Media Noraslam Othman; Mas Ayu Mumin
SALTeL Journal (Southeast Asia Language Teaching and Learning) Vol. 9 No. 2: July 2026
Publisher : Association of Language Teachers in Southeast Asia (ALTSA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35307/saltel.v9i2.189

Fake news is one of the issues that present itself in this digital era. The existence of traditional media is monitored locally, where new media offers unfiltered information. The challenges that the news consumer would face were in question as if they would be able to differentiate fake news among the real news that they encounter. The objective of this study is to understand and to explore how fake news can affect the public, particularly the millennials in Brunei Darussalam while exploring how fake news are being identified in relation to media literacy. News platform preferences were also gathered. From the semi-structured, one-on-one interviews done with six participants comprises millennials in Brunei Darussalam uncovers that fake news is often being described as unverified news that are designed to mislead the receiver, often featuring exaggerated contents. Participants showcase news verification habits by either crosschecking the content with reliable sources or through inquiring the subject of the news itself. New media in the form of social media is highly being preferred as the participants’ source of news. Traditional media are being less preferred due to the time and financial factors that the platform offer. The participants also raised concerns regarding receiving news in the digital landscape where the uncertainties towards AI-generated contents, questionable accuracy, rapid news traction being the leading themes. The findings highlight having prior experience with fake news will contribute to the increase digital literacy skills where it will influence the verification habits by the participants.

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