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All Journal Global Advances in Business Studies
Usman, Zaiton
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Economics, Econometrics & Finance

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From likes to loyalty: a netnographic study on trust-building in influencer-audience interactions on social media Fabeil, Noor Fzlinda; Usman, Zaiton; Wijaya, Riesanti Edie; Mauliyah, Nur Ika; Harkaneri; Siddiqui, Bushra
Global Advances in Business Studies Vol. 4 No. 1 (2025): Global Advances in Business Studies (GABS)
Publisher : Ifma Publishing

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This study explores the key themes of trust-building in influencer-audience interactions on social media using a netnographic study. Living netnography explores trust-building, not just based on the actual posting in the social media, but through spiritual paradigm, that might construct the reality and values of trust. The analysis draws on three weeks of observational data from Instagram, YouTube, Twitter, and TikTok, focusing on three influencers from different cultural and regional backgrounds. By lurking at the audiences’ comments and emojis on the influencer’s posting, this study provides five clusters of trust-building based on relevant codes emerged from the data. The findings suggest authenticity, emotional engagement, responsiveness, economic inclusivity and religiosity have explained the meaning of trust. By integrating theoretical and practical insights, the study provides a schematic framework for fostering trust in influencer marketing, highlighting the importance of cultural values in digital environment from the non-Western context perspective.
Moral compass or peer influence? examining the drivers of academic honesty in higher education Usman, Zaiton; Phang, Ing Grace; Jamil, Izaan Aryan Abdul; Krissanya, Nofriska; Mahfirah , Titis Fatarina
Global Advances in Business Studies Vol. 4 No. 1 (2025): Global Advances in Business Studies (GABS)
Publisher : Ifma Publishing

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Academic dishonesty continues to be a pressing issue in higher education, with ethical responsibility and social pressure playing key roles in shaping students' commitment to academic integrity. This study explores the influence of these factors on academic honesty among university students, utilizing partial least squares structural equation modeling (PLS-SEM) to analyze survey responses. Data were collected from 750 university students, with 95% of the responses deemed usable for analysis. The findings reveal that ethical responsibility serves as the strongest determinant of academic honesty, underscoring the pivotal role of intrinsic moral responsibility in ethical decision-making. In contrast, social pressure has a weaker yet statistically significant impact, suggesting that while peer influence affects students' ethical choices, it does not overshadow personal moral convictions. These results align with Rest’s four-component model of moral behavior and social learning theory, reaffirming the combined influence of internal values and external factors on ethical conduct. The study underscores the importance of ethics education, faculty role modelling, and institutional policies in fostering a culture of academic integrity within universities. While positive peer influence can reinforce ethical behavior, interventions should primarily focus on strengthening students’ internal moral responsibility.
Co-Authors Fabeil, Noor Fzlinda Harkaneri Jamil, Izaan Aryan Abdul Krissanya, Nofriska Mahfirah , Titis Fatarina Mauliyah, Nur Ika Phang, Ing Grace Riesanti Edie Wijaya, Riesanti Edie Siddiqui, Bushra