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All Journal Journal Of World Science Edunity: Kajian Ilmu Sosial dan Pendidikan Journal Research of Social Science, Economics, and Management
M. Nuruzzaman
Universitas Swadaya Gunung Jati
Humanities Computer Science & IT Economics, Econometrics & Finance Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Role of Global Ambassador and Brand Ambassador for Indonesian and Malaysian Youth Farida Nurfalah; M. Nuruzzaman; Siti Khumayah; Rhevallino Daneztha Sulintang; Mohd Naufal Bin Yunos
Edunity Kajian Ilmu Sosial dan Pendidikan Vol. 3 No. 12 (2024): Edunity: Social and Educational Studies
Publisher : PT Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/edunity.v3i12.356

Abstract

The growing digital era, the role of influencer marketing has become one of the most effective marketing strategies and one of the important aspects in influencer marketing is the involvement of Global Ambassadors and Brand Ambassadors. This study aims to explore the implementation of the role of Global Ambassadors and Brand Ambassadors for Young People in Indonesia and Malaysia. The research methodology was carried out through the first stage, namely observation, development and use of the theory of global ambassadors and brand ambassadors ranging from providing testimonials, providing encouragement and reinforcement (Endorsement), acting as actors in the advertising topics they represent. The second stage is to test the theory through interviews to get feedback, visual representations, and problem-solving creativity that can identify opportunities that exist and be applied in business. The results of this study show that Global ambassadors play a major role for Indonesian and Malaysian youth, especially in shaping their lifestyle image and identity, encouraging consumption of international products, and shaping global trends. However, young people retain local cultural values that influence their perception of products and brands.
Avoidant Personality Traits and Their Impact on Communication Effectiveness Among Students on Campus Amellia Sukma Merdeka; M. Nuruzzaman
Journal Research of Social Science, Economics, and Management Vol. 5 No. 11 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i11.1493

Abstract

Interpersonal communication is a crucial element in students' lives; however, some students still face challenges in communicating effectively within the campus environment. The growing discussion of avoidant behaviour among young people, high levels of social anxiety, and low levels of self-disclosure indicate the existence of issues in students' interpersonal interactions. This research aims to identify the characteristics of avoidant behaviour among students, analyse the effectiveness of communication among students, and identify the factors contributing to the development of such behaviour in an academic context. This research employs a descriptive qualitative approach, with students selected through purposive sampling as informants. Data were collected through semi-structured interviews and analysed using thematic analysis with reference to Communication Effectiveness Theory. The results indicate that students with avoidant tendencies tend to avoid conflict, limit the intensity of communication, maintain emotional distance, and communicate only when necessary. Communication effectiveness is not yet fully optimised, as miscommunication, limited feedback, and barriers to self-disclosure are still observed; thus, avoidant behaviour is strongly linked to the dynamics of interpersonal communication effectiveness among students in the campus environment.
Urban Transformation in Cirebon: Celebrity Endorsement, Global Pop Culture, and Youth Consumption Farida Nurfalah; M. Nuruzzaman; Rifka Noviani Santika; Mohd Naufal Bin Yunus
Journal of World Science Vol. 5 No. 3 (2026): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v5i3.1649

Abstract

In the era of global pop culture and digital media proliferation, celebrity endorsement has become a key strategy in marketing communication, particularly for engaging youth consumers who are deeply embedded in fandom communities. This research examines celebrity endorsement as a communication management practice by analyzing how the global K-pop group Blackpink functions as a brand ambassador for Oreo among teenage consumers in Cirebon City, Indonesia. Employing a qualitative case study design, the research draws on semi-structured interviews, non-participant observation, and documentation of Instagram-based promotional materials. The findings demonstrate that Blackpink performs three interrelated communicative roles: visual testimonial provision, endorsement and symbolic reinforcement, and narrative centrality within brand communication. Rather than relying on informational persuasion, Oreo strategically manages meaning through visual symbolism, fandom-oriented engagement, and platform-specific narratives that enable teenagers to co-create brand meaning. Conceptually, the study advances communication management scholarship by positioning celebrity endorsement as a process of meaning management, stakeholder engagement, and strategic narrative construction, particularly within secondary urban contexts shaped by global media flows.
Co-Authors Amellia Sukma Merdeka Farida Nurfalah Mohd Naufal Bin Yunos Mohd Naufal Bin Yunus Rhevallino Daneztha Sulintang Rifka Noviani Santika Siti Khumayah