https://www.um.edu.mt/library/oar/handle/123456789/29808 Sat, 11 Apr 2026 01:32:24 GMT 2026-04-11T01:32:24Z https://www.um.edu.mt/library/oar/handle/123456789/26288 Title: Beauty vlogs and their influence on purchase intentions : a study amongst millennials in Malta Abstract: Video communication is a rapidly growing medium which gives users the opportunity to disseminate Electronic word of mouth in a more efficient manner. However, even though conversational video blogging has increasingly become more popular and influential, few studies have touched upon the topic (Biel & Gatica-Perez, 2013). Consequently, this research study aims to fill the gap within this regard by examining whether perceived credibility and attitude towards product information in beauty vlogs have an impact on the purchase intention of viewers. In order to achieve this objective, the study adopts a quantitative approach. An analysis of the data collected from the 226 survey participants shows that both perceived credibility towards the vlogs and attitude towards product information provided in vlogs have an effect on the user’s purchase intentions and subsequently both hypotheses posited in the study are accepted. The main findings of this research study correspond with previous findings in the literature that illustrate the importance of perceived credibility (Pornpitakpan, 2004; Iqbal, Farooq & Ahmad, 2014) and attitudes (Ajzen & Fishbein 1980) on the formulation of purchase intentions. Since consumers show more credibility towards other consumers rather than towards manufacturers (Cheong & Morrison 2008) this study suggests that marketers may achieve better results in exposing their products by teaming up with beauty vloggers in order to achieve maximum credibility, translating in an increase of sales and profits. Description: B.COMMS.(HONS) Sun, 01 Jan 2017 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/26288 2017-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/26287 Title: Understanding the use of social media platforms by local sports organisations Abstract: Social media has become an integral part of everyday communications and the ease of access to most social networking sites has provided a communications tools for many organisations. This study explored how local sports organisations are making use of social media in order to communicate to their audiences. To achieve this, the researcher has organised semistructured face to face interviews with 12 representatives of local sport associations or federations. The interviewees were mostly volunteers who were responsible for the creation and curation of social media content. There were different opinions and perceptions on social media. However, the respondents were convinced of the necessity to maintain an online presence as they wished their organisation to remain relevant in the public consciousness. Despite the respondents were aware about the importance of social media as vehicle for public relations, this study shows that most of them were inadequately trained for their communications role. Their organisation even lacked the necessary investment or funding to maintain a consistent and effective social media presence. Description: B.COMMS.(HONS) Sun, 01 Jan 2017 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/26287 2017-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/26286 Title: Disrupted : the production of a Christian digital magazine Abstract: This dissertation explores the possibility of launching a new digital magazine in Malta, targeted towards youths who live by Christian ethos and/or are interested in a lifestyle that is inline with the Christian faith. Field research, in the form of a focus group and interviews, confirmed that there is a lack of local Christian content online that is modern and interactive. Conciseness, simplicity and validity were found to be key elements in the requisites for a local Christian digital magazine. The process of content selection is outlined and the issues of a trans-media approach are detailed. The final publication consists of a 24-page digital magazine in PDF and web format, featuring four in-depth interviews including an audio-visual production. Description: B.COMMS.(HONS) Sun, 01 Jan 2017 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/26286 2017-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/26285 Title: Gender portrayal and stereotypes in books for fourth graders Abstract: This dissertation employs a qualitative approach in order to look into what gender stereotypes are still in use within the reading books and textbooks fourth grade children in Malta are exposed to. The study makes use of six books in total, mainly Abacus 3 - Shapes Data and Measures and Abacus 4 - Numbers Textbook 1 for Mathematics, Senduq Kuluri - Orangjo and Stilel for Maltese and Way Ahead 3 - Pupil’s Book and The Dragon’s Bride and Other Dragon Stories for English. The methodology was split in two with the main part being a thorough Semiotic Analysis of the six books and a second part that encompassed in-depth interviews with local fourth grade teachers to support the analysis. The study showed that some of the books still in use include a worrying amount of gender stereotypes that might impact a child’s eventual behaviour in society. Therefore a revaluation of books currently in use within schools, especially the fourth grade, is suggested as a way forward. Description: B.COMMS.(HONS) Sun, 01 Jan 2017 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/26285 2017-01-01T00:00:00Z