1. SITI KHUZAIMAH BINTI MOHD SHAUFI (A23HM0151)

2. NORSHAIRAH BINTI ABD AZIZ (A23HM0080)

3. SYARIFAH YASMIN BINTI SYED SHIRAZI (A23HM0157)

4. BALQIS BINTI MD SAHARUDIN (A23HM0019)

5. NUR FARHANA NAJWA BINTI MAHATHIR (A23HM0098)

   
   

   Section EB: Source Credibility and Communication Noise

i) Brand/Product Being Endorsed

The brand being endorsed is Cakenis, a modest fashion and lifestyle brand from Malaysia. It was

founded by Hanis Zalikha and offers products such as scarves, loungewear, and skincare items.

ii) Who is the Source?

The source of the endorsement is Hanis Zalikha, a well-known Malaysian influencer, entrepreneur,

and former television host. She promotes her brand mainly through her personal Instagram account.

instagram link: https://www.instagram.com/haniszalikha?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

iii) Evaluation of Source Credibility

Hanis Zalikha is highly experienced in the fashion and beauty industry. As the founder of Cakenis, she has strong knowledge and expertise in the products she promotes. She has also built a positive and clean public image over the years. Hanis is open about promoting her own brand and has not been involved in major controversies. This makes her a trustworthy source. In addition, Hanis is known for her charming personality, elegance, and family-friendly content. Her followers find her relatable and sincere, which increases her likability and influence.

iv) Type of Noise and Explanation

The type of noise identified is Advertisement Overload, also known as competing ads.

On Instagram, users are exposed to many advertisements and influencer promotions every day. This creates advertising clutter, where one message can easily get lost among many others. Even though Hanis is a credible and popular figure, some users may scroll past her post without fully engaging due to too many similar ads appearing in their feed. This reduces the effectiveness of the message.

🔗 Instagram Link product : https://www.instagram.com/cakenis?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

Theennisha A/P A. Sathiskumar

Ngew Pei Yan

Pang Zhi Xuan

Jessie Chang

Sia Yi Ling

i) Brand/Product Being Endorsed

The product being promoted is Clear Men Anti-Dandruff Shampoo (Cool Sport Menthol).

ii) Who is the Source?

The endorsement comes from Cristiano Ronaldo, a world- renowned footballer admired for his athleticism and personal image.

iii) Evaluate Source Credibility

Expertise: Although Ronaldo is not a hair care expert, he is seen as a top athlete who values grooming and performance, which adds perceived credibility.

Trustworthiness: Ronaldo is a global sports icon known for discipline and success, which increases trust.

Likability: With millions of fans worldwide, especially among male audiences, Ronaldo's popularity makes him a highly likable and relatable figure, adding strong appeal to the campaign.

iv) Identify one type of noise that could reduce the advertisement’s effectiveness and explain:

One type of noise that could affect the ad’s impact is competing advertisements, as similar campaigns from brands like Head & Shoulders, Nivea Men, or Dove Men+Care featuring other celebrities may draw attention away from Clear Men’s message; in a saturated market, this can also lead to ad fatigue, making it harder for Ronaldo’s endorsement to stand out.

IG Link Product: https://www.instagram.com/clear.haircare/reel/Cl5pz-kLt1b/?locale=es_ES&hl=id

1. LAW FU HUI (A22EE0104) 

2. LIM SHING YI (A22HM0044) 

3. NGOH YUN XIAN (A22EE0201) 

4. SOH YU FEI (A22EE0237) 

5. WENDY BOON WAN TING (A23SC0419) 

i) Brand/Product Being Endorsed:

The product being endorsed is 100PLUS, a popular isotonic drink brand in Malaysia that helps with hydration and energy replenishment.

ii) Who is the Source?

The source of the endorsement is Lee Chong Wei, a legendary Malaysian badminton player widely respected for his achievements, discipline, and sportsmanship.

iii) Evaluation of Source Credibility

1. Trustworthiness:

Since Lee Chong Wei has been publicly linked to 100PLUS for a number of years and is frequently spotted taking the product during practices and games, his support of the brand seems sincere. The message is more authentic because of this long-term relationship, which implies that his promotion of the drink is not merely a paid advertisement but rather reflects his true preferences.

2. Consistency:

Lee Chong Wei has continuously promoted for sportsmanship and healthy living throughout his career. A consistent brand message is reinforced by his frequent belonging with 100PLUS across a range of campaigns and media platforms. His endorsement is more likely to be regarded as credible by customers due to his consistency in establishing a trustworthy image.

3. Likability & Influence:

As a national icon, Lee Chong Wei has an impact on a broad range of people, including young athletes, sports fans, and the general public. His influence goes beyond merely sports fans. His capacity to inspire and encourage others boosts the endorsement's persuasive value, as customers frequently follow someone they admire and respect.

iv) Identify one type of noise that could reduce the advertisement’s effectiveness and explain:

One type of noise that could affect the ad’s effectiveness is message overload. With so many sports drinks on the market (e.g., Gatorade, Revive, etc.) being promoted by other athletes or influencers, consumers may experience brand fatigue. This can lead to difficulty distinguishing 100PLUS’s unique value, despite Lee Chong Wei’s endorsement.

IG Link Product:

https://www.instagram.com/p/BF2wM9XvxEF/?igsh=MXpnNGJ6dHg4bWN6

1. Leong Cheng Onn

2. Denies Wong Ke Ying

3. Emily Soh Jing Yuan

4. Tan Ze Min

5. Lim Phei Xing

Reel Link: https://www.instagram.com/reel/DIgWxbMpv_h/?igsh=ZmM0NWR2bXdmbmwx

i) Product being endorsed: Dododots x Imanopie

ii) Source: Iman Alysha (@imanopie). She is a social media influencer, especially on Instagram and TikTok.

iii) Source credibility:

a) Expertise: Iman Alysha is a Malaysian social media influencer. She is best known for her charismatic social media presence on Instagram and TikTok, where she posts fashion, lifestyle, and beauty photos and videos on her Imanopie account.

b) Trustworthiness: She has been a loyal fan of Dododots, a local entrepreneur team that makes and designs pimple patch products. Her support towards the business when they had just started, had won the heart of the founders to invite Iman to create a patch with her thoughts and design. Iman includes the things she loved in her patches, where she also includes her deceased pet cat opie, which inspired her social media username. She believes that the design of her patches can portray her in life.

c) Likability: She has engaged in sharing her lifestyle, make-up, and beauty skills with her followers over the past few years. Her followers like her beauty tips and OOTD fashion. Additionally, she gradually gained trust with various skincare brands and became one of the brand ambassadors.

iv) Communication noise that may have an impact on advertisement effectiveness:

- Competing Ads.: Besides collaborating with Iman, Dododots also collaborate with another Malaysian TikTok influencer, Adriana. Both of their products were released and advertised at the same time. Hence, consumers of Dododots will compare these two products and choose to purchase the patch that they favor more.

GROUP MEMBERS:

1. AINUL MARDHEYYAH BINTI MOHD ZAIDI (A23HM0006)

2. ARYANA ASHA BINTI MUHAMMAD SUFIAN YAN (A23HM0015)

3. HURIN NURAIN BINTI ABDUL JALIL(A23HM0

4. NUR ATHIRAH BINTI MOHAMAD ALI (A23HM0

5. NUR FATHINAH BINTI REZA MOHSEIN (A23HM0

1) Brand/Product Being Endorsed:

Oreo Limited Edition Selena Gomez Signature Cookies

2) Who is the Source:

Selena Gomez is a popular singer, actress, entrepreneur and influencer.

3) Evaluation of Source Credibility:

a) Trustworthiness

Selena gomez is seen as authentic, transparent, and scandal-free, often advocating for mental health. This builds consumer trust in her endorsements.

b) Likability

Known for being relatable and charismatic, Selena’s large fanbase and approachable image create a strong emotional connection, making the ad more effective.

4) Competing noise

On Instagram, users are constantly exposed to a high volume of advertisements within a short period. This results in ad clutter, where many similar ads compete for attention. As a result, the Oreo ad featuring Selena Gomez may be overlooked or ignored, even if it is well-designed.

Instagram link product:

https://www.instagram.com/p/DJ4b2wUJVZN/?igsh=MTk3NjN1ODY5aW51Zw==

1. Syazwina Nurhaidah binti Suleiman (A24HP0216)

2. Nur Mahfuzah Binti Mohd Razali (A24HP0153)

3. Nur Alya Najihah Binti Mohd Azmi (A24HP0132)

4. ⁠Nor Syakirah Aliya Binti Mohd Sabuddin (A24HP0117)

5. ⁠Maisarah Balqis Binti Azman (A24HP0072)

Reel Link : https://www.instagram.com/reel/DJBXpZjT3_j/?igsh=MXBtdnkyazBxbHpzcw==

i) Brand/Product Being Endorsed

Skintific, a popular beauty brand from Indonesia, known for its wide range of skincare and cosmetic products that combine scientific innovation with effective results.

ii) Who is the source?

The brand is endorsed by Siti Khadijah Halim, a well-known Malaysian actress admired for her talent and natural charm, making her a fitting ambassador for beauty and self-care products.

iii) Evaluation of Source Credibility

a) Expertise

A well known figure, Siti Khadijah who is a local artist in Malaysia has been focusing onto skincare and her beauty care. She values her image as she need to show her best self among people through the lens of media as for instance, she use the moisturiser from skintific to keep her skin moistured and away from dull.

b) Trustworthiness

A celebrity is known as a person who involved directly and indirectly with beauty products as they need good producst to maintain their skin health and appear beautiful during events, in films, or any time. So, their life is oriented with these beauty products. That is the value that people can trust on because celebrity's lifestyle aligned with beauty products. Siti Khadijah as celebrity also keep lifestyle oriented with skincare and makeup, so Skintific choose her as ambassador is a good choice because from there, people will trust to buy because of her image as celebrity who cares of her beauty appearance and always involved in makeup or skincare products.

c) Likability

Siti Khadijah is highly likable and admired by many fans because of her pleasant personality and the way she treats her fan very friendly way. On social media, she often shares glimpses of her personal life, behind-the-scenes moments, and tips in beauty routines of Skintific products , which create a sense of authenticity and closeness with her followers. This emotional connection between artist and fan can increase consumer confidence in the Skintific product because of her influence.

iv) Identify one type of noise that could reduce the advetisement's effectiveness and explain.

Bias towards naturally beautiful faces can reduce the effectiveness of the advertisement. Customers may feel that Skintific won't have an outstanding impact because they see Siti Khadijah as someone who is already beautiful without relying on a particular product. As a result, even though Siti Khadijah trusts Skintific, advertising through someone who is already naturally beautiful might not have a strong impact on customers who doubt its effectiveness, as they don't see the need for the product in their beauty routine. When consumers feel that the advertisement lacks authenticity, this can reduce the ad's effectiveness.

1. BATRISYIA RABIHAH BINTI MOHD ROZI (A24HP0037)

2. NURUL YASMIN BINTI ABDUL LATIFF (A24HP0184)

3. SARAH HANI SUFIYYAH BINTI MOHD HANIFF (A24HP0194)

4. WAN NUR ARISYA HANIS BINTI WAN AINOL HASNAN (A24HP0226)

TikTok link: https://vt.tiktok.com/ZSkBSeyNy/

Q1: Brand/Product being endorsed

The product being endorsed is Anas velvet matte liquid lipstick with vitamin C + vitamin E + olive oil and almond oil. This product has a variety of shades that suit all skin tones, from fair, medium and tan. All these shades give consumers choices for natural or glam looks.

Q2: Who is the source

SallyWhoo, a popular Malaysian beauty creator, collaborated with ANAS Cosmetics to promote their tan-skin-friendly cushion foundation and lip duo. Her partnership with founder Anas Zahrin included TikTok live sessions during major sales, helping the products gain popularity and reach a wider audience.

Q3: Evaluation of source credibility

a) expertise

Sallywhoo is a beauty influencer who created content on skincare, beauty tips, and DIY makeup hacks, which highlights her expertise in the field. She is well-known for her self-taught makeup skills. Her videos on TikTok manage to gather an average view of 200K per post, an indication that followers find her content helpful and instructive. With 5 years of experience in the beauty and cosmetic field, she has successfully gained over 2.7M followers on the platform.

b) trustworthiness

Sallywhoo does partnerships with other makeup brands- ANAS cosmetic brand is just one of them. This means that Sally is trustworthy among beauty companies. While Sally faced backlash, she handled criticism well by responding to it instead of ignoring or shutting down comments. To add, she offered suggestions and solutions to her followers' inquiries, so it is clear that Sallywhoo is a prominent beauty guru that can be trusted. In addition, Sally also won a popular Malaysian award (Anugerah Bintang Popular Berita Harian 35), which further signifies the community's trust in her content.

c) likeability

Sallywhoo's content style resonates strongly with Malaysian viewers, many of whom enjoys fun, challenge-driven content. In accordance with this, Sally posted an 'egg-makeup' video where she incorporates egg in her makeup. Her viewers find the video entertaining. It's clear that Sally is familiar with what her viewers want from her content, and she actively engages with them. Her chatty, relatable 'CEO Membebel' persona that engages actively with viewers enhanced her likeability point. People see her as a figure that they can relate to. Some followers deemed her as a friend due to her friendliness and described her as a 'down-to-earth' sort of person.

Q4: Identify one type of noise that could reduce the advertisement's effectiveness and explain

One type of communication noise that could reduce the effectiveness of Sally's endorsement is endorsement overload. Since Sally often promotes a wide range of makeup brands, her followers might feel confused or unsure about which products she truly supports. This can lead to doubts about whether her recommendations are honest or just part of paid promotions. As a result, the specific message about ANAS Velvet Matte Liquid Lipstick may be ignored or forgotten because it's just one of many products she talks about.

Devinda Weerasinghe: A22EC5005

Havinesh: A22EC8004

Prime Hydration Drink endorsed by YouTubers Logan Paul and KSI

Link: Logan Paul & KSI - Prime’s Big Game Commercial - YouTube

Analysis:

i) Brand/Product Being Endorsed:

• Prime Hydration: A sports drink co-founded by Logan Paul and KSI, marketed as a healthier alternative to competitors like Gatorade, with zero sugar and added electrolytes.

ii) Source of Endorsement:

• Influencers/Celebrities: Logan Paul (controversial YouTuber/boxer) and KSI (YouTuber/rapper/boxer). Both have massive followings (combined > 40M subscribers on YouTube) and a young, engaged audience.

iii) Source Credibility Evaluation:

1. Expertise: Moderate. Neither is a nutritionist, but their athletic personas (boxing careers) lend some credibility for a sports drink.

2. Trustworthiness: Low to Moderate. Both have past controversies (e.g., Logan Paul’s scandals), which may undermine trust for some audiences.

3. Likability: High among Gen Z fans due to their humor and relatability as internet personalities.

iv) Communication Noise:

• Type of Noise: Competing Ads/Overload

  • Prime’s marketing faces noise from similar products (e.g., Gatorade, Powerade) and even parody brands (e.g., "Duce" by YouTuber Danny Aarons). The sheer volume of influencer endorsements (across TikTok, YouTube, etc.) could also lead to audience fatigue, reducing message retention.