This edition of Forum Komunikasi enlightens us on five (5) contemporary and varied issues on communication which cover Muslim family communication and Islamic ethics, social media usage by government employees and politicians and social media influencers.

The first article, titled “The Advertising Practitioner and the Imbuement of Al-Ghazali’s Islamic Ethics Framework” is penned by Aida Mokhtar. This paper explores ethical advertising practice based on Al-Ghazali’s Al-Ihya. The theme dwells on the practitioners’ need for understanding the morals of a believer while conducting business activities by embracing on the key concepts of vicegerency, tauhid, ihsan, iman and wasatiyah.

The second article, authored by Shafizan Mohamed, Kamaruzzaman Manan and Wan Norshira Wan Ghazali discusses on the usage of facebook and personalization among Malaysian politicians during the 14th Malaysian General Election. It sets out to explore official facebook posts of three prime ministerial candidates during the 14th Malaysian General Election in May 2018. Using content analyses of their facebook communication as a method of study, the authors found that, although there are differences in the quantity of posts among the candidates, their focus of the communication was to enhance their positive image rather than promoting issues and engaging in public discussion with voters. The authors therefore suggest that facebook communication encourages the personalization of politics.

The article penned by Mohd. Hamdan Adnan, Mohd. Adnan Hashim and Amir Syafiq is based on a study on “Sabah Civil Servants’ Internet Usage and its Impact on Consumer Behaviour”. This quantitative study involving 316 respondents from 12 Sabah government agencies utilized the Uses and Gratification Theory to understand how and why the respondents apply internet to meet their needs. The findings showed that the Sabah civil servants were spending more time on the internet to socialise, enhance their knowledge, buy online and also to earn extra income.

In their article, authors Ain Bazilah Hassim, Nur Atikah A. Rahman and Jamilah Ahmad examine how social media users perceive social influencers when promoting products on instagram. Espousing the Elaboration Likelihood Model to explain attitude change, this qualitative study employed a content analysis of comments made by popular social influencer, Vivy Yusof as product and brand endorser. The findings revealed that followers trusted her posts and were influenced to purchase the products and brands she endorsed.

The paper on “Explicating Muslim Communication Strategies for Peace in Thailand’s Deep South” by Sakeroh Yaena Benharoon is the final article in this edition. It deals with family communication among Muslim communities in the southernmost provinces of Thailand in order to cultivate and raise righteous members within the family. These aspects include creating time for talking, being active listeners, paying attention to non-verbal messages and using Islamic greetings which nurture and reinforce family relationships.

We hope the articles in this edition of Forum Komunikasi would offer valuable viewpoints into the issues that were studied while at the same time provide awareness and opportunities to investigate new or related areas for forthcoming studies. We take this opportunity to thank the authors for their invaluable contribution. Likewise, we are grateful for the input and positive feedback from the reviewers and the Editorial Board which is certainly essential for the continued publication of this issue of Forum Komunikasi. As we are now reviewing manuscripts for upcoming issues, we welcome comments and opinions to advance the quality of the overall journal contents. Please share your interest via This email address is being protected from spambots. You need JavaScript enabled to view it.


Forum Komunikasi, Volume 14 (1) 2019

Editorial Board