IPIZ GRANT RESEARCHERS WIN TWO AWARDS AT INTERNATIONAL CONFERENCE

UUM ONLINE: The name of Universiti Utara Malaysia (UUM) continues to shine on the international stage when the Zakat Research and Innovation Institute (IPIZ) grant researcher, Assoc. Prof. Ts. Dr. Norbayah Mohd Suki from UUM Kuala Lumpur Campus (UUMKL) won two awards through her research study entitled, 'Zakat Online Campaigns Using Creative Animation on Social Media Networks: Youths' Acceptance' at the International Virtual Conference on Business, Finance, Management and Economics (BizFAME) 2021 organized by the Faculty of Management and Business, Universiti Teknologi MARA Kedah Branch, recently.

Assoc. Prof. Ts. Dr. Norbayah Mohd Suki, the Director of the Institute of Creative Industry Management and Sustainable Culture (ICIMSC) received the Best Presenter Award and the Best Working Paper Award with two other fellow researchers namely Prof. Ts. Dr. Norazah Mohd Suki from Othman Yeop Abdullah Graduate School of Business (OYAGSB) and Muhammad Faiz Hussin Shokri from Kedah State Zakat Board.

According to Assoc. Prof. Ts. Dr. Norbayah, the study looked at the major aspects that influence young people's behavioural intents to get zakat through online advertisements that use creative animation on social media networks.

According to her, the data were evaluated utilising structural equation modelling approaches based on covariance (CB-SEM) using Moment Structures Analysis (AMOS).

She stated that the findings of the study revealed that social influence has a significant impact on the behavioural intentions of youngsters to get zakat through online advertisements that use creative animation through social media networks.

“Respondents to the research also claimed that officials in zakat institutions promoted zakat through creative animation on social media networks to boost their understanding of zakat.

"The use of social media networks and creative animation as online campaign tools has enormous potential to promote the involvement of working youngsters as zakat payers," said she, who has a SCOPUS h-index of 13 and a SCOPUS citation of 477.

He added that the research result was the output from the Public External (Domestic) Agency Grant from the Kedah State Zakat Board under the management of IPIZ UUM and the Research and Innovation Management Center (RIMC).

This interactive virtual conference is a platform that combines various forms of knowledge sharing and provides extensive networking opportunities between researchers on the international stage.

Meanwhile, the Vice-Chancellor, Prof. Dato’ Dr. Ahmad Bashawir Abdul Ghani congratulated the UUM researchers on their success.

According to him, the achievement was expected to be an impetus for all academics and researchers at UUM to continue to produce research that have an impact not only on the university, but also on the community.