Vol. 17 No. 2(I)S (2025)

This study evaluates the effectiveness of the Federal Agricultural Marketing Authority (FAMA) programs in fostering entrepreneurship among retailers and wholesalers, so-called Agropreneurs, within the Rural Transformation Center (RTC) in Kelantan, Malaysia. Initiated as part of the Rural Transformation Initiative and aligned with the National Blue Ocean Strategy 4, these programs aim to enhance the entrepreneurial capabilities of rural residents through comprehensive training and support systems. The study underscores the need for continuous support and tailored programs that address the specific barriers faced by women in agriculture, aligning with previous research advocating for gender-focused interventions in agricultural development. Utilizing quantitative methods, data were gathered from structured questionnaires distributed to 75 retailers and 8 wholesalers, with analyses conducted using IBM SPSS version 22. Findings reveal a significant improvement in various managerial, financial, and marketing competencies among participants, with average capability scores increasing across all categories. Retailers, in particular, showed marked enhancements in financial management and marketing strategies, reflecting high levels of satisfaction with RTC services and their impact on local employment and business visibility. In contrast, wholesalers exhibited relatively modest improvements, albeit still indicating positive trends in their entrepreneurial activities. The study underscores the critical role of structured support mechanisms in promoting sustainable economic development and entrepreneurship in rural settings, emphasizing ongoing investment in community-driven solutions for equitable resource distribution and inclusive growth. These results contribute to the growing body of literature highlighting the importance of initiatives that empower local communities and foster economic resilience in rural areas.

The experience economy revolution has transformed events into carefully designed emotional encounters that deliver more than entertainment through the promise of identity and social capital and exclusive experiences. Fear of Missing Out (FOMO) functions as a fundamental psychological force that directs consumer engagement, specifically among digitally connected audiences in the present context. Research has studied FOMO in relation to social media and impulsive behavior, yet the conceptual application of FOMO in event design and marketing requires further development. The research fills this knowledge gap through its proposed conceptual framework, which demonstrates how FOMO functions as an intentionally designed element in event marketing strategies. The paper examines how event marketing uses psychological mechanisms from Self-Determination Theory and Social Identity Theory to enhance emotional engagement through social proof and scarcity, exclusivity, and post-event content. The mechanisms operate within the event experience timeline to influence how people feel before events and during them, and after they finish. The marketing and design practices incorporate these triggers to create emotional urgency and influence identity signaling while driving attendance intentions. The framework shows that FOMO functions as a purposefully developed mechanism that connects with fundamental human requirements for relatedness and belonging, and status. The paper develops FOMO as an event experience framework that expands emotional behavior knowledge while creating ethical marketing methods for audience participation. The model serves as a foundation for future research to study FOMO's impact on decision-making processes while reinforcing involvement across physical and digital spaces.

The growth of articles is reflected in the increasing interdisciplinary research and publications on viral marketing. Scholars from fields as diverse as computer science, business, management and accounting, mathematics, and engineering have contributed to more than 150 publications. This article aims to understand the growth of viral marketing by using bibliometric analysis. With the limitation set only for the final stage and English used, 784 articles were published in the Scopus database from 1999 to 2025. The analysis of document and source types, subject area, keyword analysis, and other bibliometric indicators was explained. In addition, the Publish or Perish software was used to analyze citation metrics and highly cited articles. The proliferation of social media and digital platforms has reshaped the landscape of modern marketing, placing viral marketing at the core of many strategic efforts. Future studies on viral marketing broaden their scope beyond the current sources by including comprehensive analyses of additional article databases like Web of Science (WoS) and Google Scholar, and studies can capture a wide array of research trends and insights, potentially revealing subtle patterns and interdisciplinary connections that could be overlooked. Furthermore, the researcher can explore how viral marketing exploits the rapid and organic dissemination of engaging content across digital networks to enhance brand visibility and amplify message reach through exponential growth.

In today’s knowledge-driven economy, effective knowledge management is essential for organizational success, particularly in higher education institutions (HEIs) where non-academic staff play a critical role in supporting core operations. While previous research has largely focused on academic personnel, limited attention has been given to the knowledge-sharing behavior of non-academic staff. This study investigates the key factors influencing knowledge sharing among non-academic staff at the International Islamic University Malaysia (IIUM) Gombak Campus, examining the roles of trust, religiosity, self-efficacy, and enjoyment of helping others. Adopting a quantitative, non-experimental design, data were collected through structured questionnaires distributed to 102 non-academic employees across various departments. Descriptive, reliability, and multiple regression analyses were conducted using SPSS. The findings reveal that self-efficacy is the most significant predictor of knowledge sharing behavior, followed by trust, which also demonstrated a strong positive influence. In contrast, religiosity did not show a statistically significant effect, and enjoyment of helping others revealed a non-significant negative relationship. These results suggest that confidence in one’s abilities and a trustworthy work environment are crucial enablers of knowledge sharing, while intrinsic altruistic motives and religious commitment may not directly drive such behavior in this context. The study provides valuable implications for higher education administrators to foster a knowledgesharing culture by enhancing employee confidence and trust-building initiatives. It also highlights the need for further research to explore additional factors and contexts that may influence non-academic staff’s knowledgesharing practices.

Despite the discrimination faced by people with disabilities (PWD) in the workforce, social entrepreneurship (SE) serves as a vital pathway to enhance their employment opportunities. SE is recognized as a driving force for addressing social issues by leveraging business activities that prioritize social outcomes, thereby supporting the efforts of non-profit organizations and government agencies to uplift economically disadvantaged communities. Successful social entrepreneurship necessitates strong motivation, particularly within underprivileged communities, to achieve social goals. When these motivational needs are unmet, it can result in decreased performance and increased organizational turnover. This study explores the relationship between motivation and social entrepreneurship activities, explicitly focusing on McClelland's theory of needs, which encompasses the need for achievement, affiliation, and power. Questionnaires were distributed to 103 individuals with disabilities, all 18 and older, registered with the Department of Social Welfare and engaged in social entrepreneurship. Data were analyzed using SPSS version 28 and SmartPLS 4. The findings indicate a significant relationship between affiliation motivation and social entrepreneurship activities. A primary motivational profile was identified, highlighting the need for affiliation first, followed by power, and then achievement. This supports prior research suggesting that people with disabilities (PWD) engage more with their communities due to shared experiences, generating economic value. This study enhances McClelland's Need Theory concerning motivation in social entrepreneurship for individuals with disabilities. Future research should investigate longitudinal data and specific dimensions of affiliation.

This paper explores Customer Service Management (CSM) from an Islamic perspective, emphasizing the integration of ethical values such as honesty (ṣidq), trustworthiness (amānah), justice (‘adl), and excellence in character (ḥusn al-khuluq). Unlike conventional CSM, which focuses on speed and efficiency, Islamic-based CSM frames service as a moral responsibility and a form of worship. The study highlights the opportunities of this approach, including increased customer loyalty, access to the halal market, and enhanced brand reputation, while addressing challenges such as ethical-profitable conflicts, a lack of staff training, and policy ambiguity. The paper identifies critical gaps in research, including the absence of a unified Islamic CSM framework and the limited number of cross-sector and empirical studies. It concludes with practical managerial implications and future research directions aimed at developing comprehensive, Shariah-compliant service models. This paper contributes to academic discourse and practical business strategies by offering a faith-based approach to ethical and sustainable customer service.

The popularity of TikTok live streaming among pensioners has been gaining momentum lately. During live streaming, TikTok has been drawing viewers with live videos that are interactive and engaging, allowing consumers to interact in real time. It is well understood that the willingness to purchase on TikTok live streaming has been dominant among the younger generation. However, there has been a lack of understanding of the popular use of TikTok among pensioners from a different generation. Therefore, this study aims to understand pensioners’ willingness to purchase on TikTok live streaming using the extended Theory of Planned Behavior (TPB). The extended TPB factors that have been considered in this study are subjective norms, perceived behavioral control, attitude, and trust to break down the relationships with willingness to purchase during TikTok live streaming. As Malaysia is entering an ageing population, this study is very much relevant to assist marketers in implementing the right marketing strategies. The study intends to utilize a self-administered online survey via Google Forms. Sampling techniques to use are convenience and snowball sampling techniques, and the target demographic is pensioners who are using the TikTok app. The statistical methods to apply are Structural Equation Modelling (SEM)-SmartPLS 4, and the Statistical Package for the Social Sciences (SPSS). The results of the study would help marketers to develop targeted marketing strategies that resonate with the unique characteristics and preferences of pensioners engaging with live stream platforms. At the same time, the study would help businesses to improve their outreach and effectiveness in turning viewer engagement into purchase decisions.

Service quality assessments, together with health and safety standards, directly affect how often visitors return to event facilities. Research on these factors has not been sufficiently explored among students studying event management at UiTM Puncak Alam. This research examines the impact of service quality and health and safety protocols on visitor return behavior during student-run events. The study used a quantitative approach to survey 147 event management students who were selected through convenience sampling. The research investigates three essential variables, including employee behavior, site cleanliness, and emergency preparedness, to determine their effect on visitor retention. The research used Pearson correlation analysis to determine the direction and strength of relationships between the studied variables. The research shows that both service quality and health and safety practices directly affect visitors' willingness to return. The research demonstrates that better management systems should be implemented to improve operational performance and visitor satisfaction within event environments. The research provides actionable recommendations that enhance the quality and safety standards of student-led events to boost attendee loyalty and repeat attendance. Event organizers who actively work on service quality and safety matters will develop secure, efficient appealing environments that promote sustained visitor engagement.

E-wallets have become an important component of modern financial transactions, offering users a convenient and secure method of conducting payments in both online and physical settings. This digital payment platform allows individuals to perform financial transactions through electronic devices, reflecting a global shift away from traditional cash-based transactions. Despite their growing popularity, several challenges, such as accessibility issues and security concerns, remain a barrier to their broad adoption especially among young adults. This study aims to examine the factors influencing the intention to use e-wallets among students at UiTM Puncak Alam. Guided by the Technology Acceptance Model (TAM), the research investigates eight key factors: perceived ease of use, social influence, perceived risk, perceived usefulness, facilitating conditions, reward, perceived security, and attitude. Understanding these factors is crucial, as students represent a tech-savvy demographic likely to embrace digital payment technologies. The findings of this study are expected to provide meaningful insights for e-wallet providers, policymakers, and educational institutions by identifying key drivers that encourage or hinder e-wallet adoption. Additionally, the study highlights the importance of creating user-friendly, secure, and rewarding digital payment experiences to increase adoption rates. Ultimately, this research supports the broader effort of promoting digital financial literacy and fostering the growth of a cashless society, particularly among younger generations.

Malaysia is among the leading developing countries in higher education. Although many efforts have been implemented and planned to make Malaysia one of the top countries in education systems, there are still a few problems that have not been completely solved. One key challenge is student retention in higher education institutions. The purpose of this study is to investigate the relationship between psychological contract and student retention. This study adopts a quantitative research design, employing probability sampling. The development of research questions has been made using the theory of psychological contract (relational contract, balanced contract, transactional contract, transitional contract) and student retention. These 4 types of psychological contract are crucial in understanding student retention as they reflect the nature of students' perceived relationship with the institution, influencing their level of engagement, satisfaction and likelihood to persist or withdraw. The collected data were analysed using various statistical methods to examine the determinants influencing student retention decisions. This research offers valuable insights for academic staff and faculty members aiming to enhance student retention strategies and promote sustained engagement in higher education. Preliminary findings indicate a significant relationship between psychological contracts and student retention, specifically in public higher education institutions in Malaysia. Keywords : Psychological contract, student retention, university student