Ahmad Fahmi Mahamood
Thumbnail Image
Preferred name
Ahmad Fahmi Mahamood
Official Name
Ahmad Fahmi, Mahamood
Alternative Name
Mahamood, Ahmad Fahmi
Mahmood, Ahmad Fahmi
Mahamood, A. F.
Main Affiliation
Scopus Author ID
57223332954
Researcher ID
HHA-6848-2022

Research Output
Now showing 1 - 10 of 10
  • Publication
    Advantages of Marketing Communication in the Development of a Tourism Brand
    ( 2022-11-01)
    Li Y.
    ;
    Ahmad Fahmi Mahamood
    A culturally thriving nation needs comprehensive tourism. Holistic tourism considers economic growth, cultural preservation, and inheritance, as well as cultural improvement and innovation. The tourism development will assist transportation, hotel, dining, commerce, cultural, and sports sectors. Also, the statistics show that travellers often choose positive-message locations. Many developing countries perceive tourism as a way to achieve long-term growth and are keen to expand worldwide. This study examines how tourists perceive China, particularly Zhanjiang. This place has beautiful scenery, a rich cultural legacy, and cultural heritages. China's tourist services are well-known. This study examines ways to better understand a tourist town's image to help develop national tourism (Zhanjiang). This study will identify contemporary issues in Zhanjiang's tourism by evaluating the current condition and researching the audience's impression. To understand secondary data, examine various media, Zhanjiang's website, news, and blogs. Marketing communication is vital for building a tourism brand. Conversations from relatives and friends, user-generated social media posts, internet celebrity affectionate referrals, corporate media on-site reports, famous film, and television viewfinders, Zhanjiang's official media attention platform, tourist industry projects of travel agencies and blogs created impactful tourists' perceptions of comprehensive tourism. This article addresses establishing a tourism brand in Zhanjiang and developing a marketing plan.
  • Publication
    Cyberloafing behavior and its effects towards academic achievement among students in higher education institution
    ( 2021)
    Tan Kim Mei
    ;
    Ahmad Fahmi Mahamood
    ;
    Shuhairimi Abdullah
    ;
    Tengku Kastriafuddin Tengku Yakob
    ;
    Zuraidi Ahmad Mokhdzar
    The objective of this study is to analyze the purposes of students in higher education institutions using a digital device for non-academic purposes. The researcher collected the research data from 370 undergraduate students studying at Universiti Malaysia Perlis using an online questionnaire that assessed with cyberloafing scale of Akbulut et al. (2016), which contain five dimensions of cyberloafing behavior: sharing, shopping, realtime updating, access to online content and gaming/ gambling. The relationship among the factor of gender towards the cyberloafing behavior and relationship between the cyberloafing behavior and academic achievement of undergraduate students have been tested by Pearson’s correlation test. Hypothesis Ha1 was rejected because there is no association between the gender factor and cyberloafing behavior. Hypothesis Ha2 was accepted because there is a significant relationship between cyberloafing behavior and academic achievement of undergraduate students. This study aids in adapting and validating the cyberloafing scale in the Malaysian environment under university students of the public sector, as most of the studies that applying cyberloafing behavior in the education setting are in Turkish which are not suitable to apply in the cultural context of Malaysia.
      1  25
  • Publication
    Influence of hate speech messages on voters' choice of candidate in Kwara State 2019 gubernatorial election
    ( 2021-07-21)
    Ajani S.Y.
    ;
    Arikewuyo A.K.
    ;
    Lukuman A.A.
    ;
    Muhammad A.R.
    ;
    Imam O.A.
    ;
    Ahmad Fahmi Mahamood
    ;
    Abdul Rahman Abdul Manaf
    ;
    Junainor Hassan
    The Nigerian and some Asia country's media landscape over the years has projected numerous political campaigns that are hate speeches directed at the perceived opposition candidates and political party. This study examined the influence of hate speech messages on voters' choice of candidate in Kwara State, Nigeria in 2019 GE and was anchored on the agenda-setting theory. The study used a survey research design with a single cross-sectional research method. The study generated 464,393 registered voters as the study population. Using cluster sampling and purposive respectively to select 400 samples. The study, therefore, discovered that social media is the most channel of exposure by respondents on hate speech messages during the 2019 gubernatorial election in Kwara State with 66%. The study also found that the use of hate speech undermines the importance of political candidates with 72% in any given election. The study further discovered that the use of hate speech during elections influenced the voters by making them change from one candidate to the other with 82% thereby encouraging more votes against the opposition party. The implication of these findings has a strong influence on the way electorates undermine the importance of political issues and as such rendered political candidates and parties irrelevant with a critical effect on the credibility, fairness, and smooth running of any political landscape and the conduct of Nigerian elections in general. The paper proposes critical political education to electorates on voting behavior to promote good governance.
  • Publication
    Anxiety in using learning aid software in learning English language among primary school children during the pandemic Covid 19: A case study in rural primary schools
    ( 2023-08-16)
    Junainor Hassan
    ;
    Sharmini Abdullah
    ;
    Loo Shih Min
    ;
    Ibrahim S.B.M.K.M.M.
    ;
    Nurhidayah Marzuki @ Yahaya
    ;
    Abdul Rahman Abdul Manaf
    ;
    Ahmad Fahmi Mahamood
    ;
    Mat N.M.J.N.
    The purpose of this study is to examine the relationships in using the learning aid software in learning English language among rural primary school children during the Pandemic Covid 19. This study has shown that the most contribution socio demographic factors in influencing the occurrence of anxiety among the rural primary school children in using the learning aid software in learning English language were the parents' or guardians' education and income followed by internet accessibility, number of siblings, place in siblings and gender. The basic computer skills that the rural primary school children had significant contribution in anxiety namely somatic, cognitive and avoidance behaviour. Assessing the ability of mastering the ICT basic skills contributed to anxiety whereby cognitive scores the highest followed by somatic and avoidance behaviour.
  • Publication
    Use of interactive video based on motion graphics to create awareness on handling stress
    ( 2021-05-03)
    Tengku Kastriafuddin Shah Tengku Yaakob
    ;
    Nur Azila Azahari
    ;
    Shuhairimi Abdullah
    ;
    Abdul Rahman Abdul Manaf
    ;
    Ahmad Fahmi Mahamood
    ;
    Yusoff N.I.K.M.
    The development of the interactive video based on motion graphic is to spread awareness to the people about the appropriate ways to handle stress. This is because many people face stress in daily life, but they do not know the correct way to manage and handling the stress. An interactive based on motion graphic used as the medium due to easy to understand and able to attract the patient's attention. The model used to develop this product is Alessi and Trollip Model. The model contains 3 phases which are planning, design and development phase. Alpha test is conducted to test the effectiveness of the product and to make sure that the objectives of the project are achieved. The test is conducted by interviewing a multimedia expert, a content expert and 5 users which are students that reside at Kolej Kediaman Tuanku Fauziah (PFi2). The results obtained from conducting this test were positive as the feedback from the users suggests that the information given in this video is relevant and useful thus, help them to manage their stress. In this research, interactive multimedia learning based on motion graphic is effective toward the improvement of people to manage their stress in digital format.
  • Publication
    Enhancing tourist's experience in tourism by developing of augmented reality on Penang's street art
    ( 2023-04-24)
    Tengku Kastriafuddin Shah Tengku Yaakob
    ;
    Nur Azila Azahari
    ;
    En J.N.T.
    ;
    Ahmad Fahmi Mahamood
    ;
    Mokhzar Z.A.
    ;
    Mohd Arsad Johanis
    This study aims to enhance tourist's experience in tourism by the development of an Augmented Reality on Penang's street art. The problem statement of this project is the lack of information on street art and facing the difficulty to preserve street art. The objectives of this study are to preserve the cultural heritage of Penang's street art through Augmented Reality and developing an animated augmented reality with text, music, and graphics. This hope helps in educating and enhancing tourist's experience with Penang's street art. The product is developed through Adobe Photoshop, Adobe Illustrator, Adobe Premiere Pro, Adobe After Effects, and Unity3D. The methodology of this research project is qualitative and uses Alessi and Trollip Model as a reference in the development of the project. An interview was conducted with few of multimedia expert that relates to animation, augmented reality and design. The results show that the research objective of this study was successfully achieved. Augmented Reality application provides a new experience for tourists in their search of street art in Penang to learn more about the history of Penang and to experience enhanced tourism. Through the interview, the respondents were satisfied with this augmented reality application in enhancing Penang's street art.
  • Publication
    Analysis of social media messages on COVID-19
    ( 2022)
    Patrick Udende
    ;
    Kaior Samuel Akpede
    ;
    Rasaq Mohammed Adisa
    ;
    Ahmad Fahmi Mahamood
    ;
    Shuhairimi Abdullah
    ;
    Saudat S. Abdulbaqi
    ;
    Abubakar Y. Ibrahim
    ;
    Oba Abdulkadir La’aro
    There is a rich literature on health communication generally. Most of these literatures dwell on diseases and viruses (see Kampf, Todt, Pfaender & Steinermann, 2020). However, rarely is anything found on the emergent virus COVID-19 otherwise known as Corona virus. This gives impetus to the study which aim is to analyse messages people post on social media about the virus. A purposive sampling of selected messages on ASUU Congress Whatsapp platform of Academic Staff Union of Universities, University of Ilorin Chapter was used for the analysis between 1st January and 31st March 2020. Results show that most of the messages were on preventive measures as their hallmark was to create awareness on how to forestall people from being vulnerable to it. The study concludes that outbreak of novel diseases and viruses are bound to emerge, and social media will continue to serve as platforms for people to share messages about emerging diseases and viruses. Among other things, the study recommends sustained use of the social media by people to share not only preventive but also corrective measures about viruses as they emerge.
      6  9
  • Publication
    The use of communication technology channel in agricultural development by Muda Agricultural Development Authority (MADA)
    ( 2015)
    Ahmad Fahmi Mahamood
    ;
    Rosli Mohammed
    ;
    Mohd Khairie Ahmad
    Innovation in agriculture is generally defined as the implementation of ideas, products, practices, processes, new services or apparent improvements in certain environments with attention to benefit the society and the individuals within (Rogers, 1995). The use of communication technology as the innovation in the agricultural information delivery channel among farmers is still low especially among the developing countries. This phenomenon has sparked researcher’s initiatives to study the agricultural information delivery channel, particularly in agricultural development activities among the farmers under the auspices of Muda Agricultural Development Authority (MADA). This concept paper will be extended as a doctoral research. The Innovation Diffusion Theory and the Unified Theory of Acceptance and Use of Technology (UTAUT) will be used to guide the study. In soliciting the decision-making phase of accepting the innovation, there are a few drawbacks of the channel as it was shown by Innovation Diffusion Theory. The rapid development of communication technology has led to two-way, interactive and easy-access media channel, which previously was highly dependent on conventional media and development agency. The study variables include the relative advantages, the trialibility, the suitability, the complexity, and the observability as had been described by Everett. M. Rogers. Additionally, variables such as effort expectancy, performance expectancy, social influences and facilitating condition are taken into account as to facilitate the dissemination of information on the paddy plantation. This study will use quantitative method in which opinions through a questionnaire will be collected while the qualitative method to be used in Focus Group Discussions (FCP) to support the quantitative findings. A total of 400 farmers will be involved as the respondents of the study. The quantitative data will be analysed using SPSS Version 21 and the qualitative data will be analysed using Envivo software. The study is expected to improve the use of communication technology channel in paddy plantation to gain better and more knowledge on paddy plantation in order to increase rice production.
  • Publication
    Applying diffusion of innovation theory and Unified Theory of Acceptance and Use of Technology (UTAUT) on farmers’ use of communication technology
    ( 2016)
    Ahmad Fahmi Mahamood
    ;
    Rosli Mohammed
    ;
    Mohd Khairie Ahmad
    ;
    Ahmad Hifzurrahman Bin Ridzuan
    ;
    Mohamad Rezal Hamzah
    ;
    Shuhairimi Abdullah
    ;
    Hayrol Azril Shaffril
    The study is focused on the use of communication technology in agricultural development. It is inevitable for the farmers to utilise the communication technology, which is a well known innovation, in order to get hold of various agricultural information that could help them to heighten the quality and quantity of agricultural products. Innovation is the implementation of ideas, products, practices, and services that adds the value to individuals (Rogers, 2003). The Malaysian farmers are merely way behind in terms of utilizing communication technology, which have prompted the researchers to look at this phenomenon in greater depth. The aim of this study is to help more farmers to use communication technology, henceforth naturally increases the number of knowledgeable and informative farmers. Based on Diffusion of Innovation Theory and Unified Theory of Acceptance and Use of Techology (UTAUT), this study observes the effectiveness of the combination of these two theories specifically on the use of communication technology among farmers. The construct of innovation characteristics includes relative advantages, compatibility, trialibility, complexity, and observability, whereas the construct of technology acceptance includes effort expectation, performance expectations, social influence, and facilitating situation. A total of 398 malaysian farmers were involved in this study as the respondents. The result shows that the use of communications technology such as interactive media and social media, can largely be utilised by the farmers, as the use and the acceptance of communication technology have increased. A linear regression test has shown the effect on the Diffusion of Innovation Theory and UTAUT is at 10.2 variance changes. Thus, the combined use of these 2 theories suits effectively to be the foundation to investigate the use of the communication technology among farmers. This model can be improved or further modified for future research to identify other factors that could play a role in the use and acceptance of innovation, especially among farmers.
      3  7
  • Publication
    Comparative analysis of public officers’ corruption framing in newspapers
    ( 2018)
    Adisa Rasaq M
    ;
    Ahmad Fahmi Mahamood
    ;
    Ahmed Kamaldeen Arikewuyo
    ;
    Shuhairimi Abdullah
    ;
    Udende Patrick
    ;
    Nor'izah Ahmad
    ;
    Abubakar Ibrahim
    ;
    Maskor Bajuri
    ;
    Ahmad Hizurrahman Rezuan
    This research was conducted to examine and compare the prevalence of public officials’ corruption frames in the online version among three popular Nigerian newspapers. Individual news article on public officials’ corruption was the unit of analysis while the reliability coefficients calculated using Holsti’s formula resulted to 90.0%. This study discovered that in the framing of 2016 public official corruption issues, the newspapers varied significantly with p=0.002 and p=0.000 respectively on corruption frames. However, the study, anchored on framing theory, identified the economic consequence frames, the responsibility attributes, and the treatment frames in the corruption issues. Further results revealed that the economic consequence frame identified the financial losses with the total percentage of 63.8%. The Nigerian government was framed as having highest responsibility for corruption eradication with the total percentage of 79.6%. Therefore, the responsible government was recommended for treatment of corruption in Nigeria with the total percentage of 82.2%. While this study is focusing on the aspect of media frames, future research can attempt to explore the area of audience frames which is not covered in this study.
      1  16