New Media and Technology Management

Chapter 1

Frugal Innovation towards Startups Business Performance and the Role of Industrial Revolution

By Salmi Mohd Isa [0000-0002-8793-7626] and Winston Yuen [0009-0003-4928-8172]

Abstract – Malaysia has a vibrant startup ecosystem. Since the business sector is among the main contributors to economic growth, Malaysia offers a diverse range of government grants to support startups across various stages and sectors. Many private agencies are willing to offer seed funds and assistance for startups. Nevertheless, startups are likely to have limited resources and skills to be more efficient and cost-effective. Therefore, this chapter seeks to understand the relationship between frugal innovation and startup performance. Through a questionnaire survey with 149 startups, current findings revealed that bricolage, frugal engineering, and organization collaboration capacity are significant towards startups’ performance. Interestingly, modularity and the Industrial Revolution 5.0 are not significant between frugal innovation and startups’ performance. Hence, this chapter provides input on the importance of frugal innovation as a sustainable resource during the Industrial Revolution transition.

Cite this chapter as:
Mohd Isa, S. & Yuen, W. (2026). Frugal innovation towards startups business performance and the role of industrial revolution. In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp. 7–38). MMU Press.

Chapter 2

The Impact of New Technology on Digital Marketing: Opportunities and Challenges

By Adhi Prasetio [0000-0002-4025-0237]

Abstract – Digital marketing has grown rapidly since the existence of the Internet. Its development was further boosted by Covid-19, which forced people to stay home and utilize digital technology to conduct buying and selling transactions. As a highly dynamic field, it is no wonder that digital marketing is one of the fastest-growing fields for new technological developments. This chapter will discuss how new technologies such as artificial intelligence, big data analytics, blockchain, and the Internet of Things are changing the way sellers interact with consumers. The methodology employed is qualitative, utilizing a literature review to provide an in-depth understanding of the current state of technological advancements and their potential future applications in digital marketing. The analysis explores the transition from traditional technology-based digital marketing strategies to those that incorporate emerging technologies to enhance consumer experience personalization, engagement, and sales. Additionally, the study examines the impact of these technologies on the interactions between sellers and buyers, as well as the ethical challenges and considerations that arise from their adoption, such as privacy concerns and the need for regulatory frameworks.

Cite this chapter as:
Prasetio, A. (2026). The impact of new technology on digital marketing: Opportunities and challenges. In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp. 39– 60). MMU Press.

Chapter 3

Unleashing the Power of AI: Transforming Marketing Performance in High-Tech Industries

By Lay Hong Tan [0000-0001-7544-1829] and Chun Fui Tan [0000-0001-5614-4909]

Abstract – This research study investigates how Artificial Intelligence (AI) impacts marketing effectiveness in high-tech businesses. While there are many conversations about AI across several fields, the literature is limited regarding the impact of AI on marketing effectiveness within high-tech firms. To address this gap in knowledge, this study will research the impact AI has on marketing effectiveness in high-tech firms. This study will explore customer segmentation, predictive analytics for lead generation, chatbots, personalized recommendations using virtual assistants, and sales forecasting to provide clarity to improve marketing strategies. The research questions are aimed at understanding how Artificial Intelligence (AI) is impacting the marketing performance of high-tech firms. The findings of this research can lead to meaningful improvements to enhance customer experience, improve segmentation strategies, and data-driven decisions by automating repetitive tasks as well as provides a competitive advantage over less advanced firms while stimulating ideas for progression in the marketing environment for high-tech firms. As organizations deliberately implement AI technologies, this enables advanced firms to create tailored experiences for customers, improve marketing strategies, and ultimately maintain sustainable business growth in a rapidly changing environment.

Cite this chapter as:
Tan, L. H. & Tan, C. H. (2026). Unleashing the power of AI: Transforming marketing performance in high-tech industries. In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp. 61–90). MMU Press.

Chapter 4

Do Social Media Marketing and Environmental Knowledge Affect Female Consumers in Green Cosmetics Consumption?

By Gek Siang Tan [0000-0001-5620-7623], Xi Lei Chang, and Kamarulzaman Ab. Aziz [0000-0002-0134-4951]

Abstract – The global cosmetics industry is growing steadfastly, causing negative socio-environmental impacts. Therefore, consumers today are increasingly aware and demand green cosmetics made through environmentally conscious practices. However, studies on purchase intention for green cosmetics in Malaysia remained scarce. Thus, built upon the Theory of Planned Behaviour (TPB), this study aimed to examine the factors affecting Malaysian female consumers’ purchase intention of green cosmetics, with two newly added variables: social media marketing and environmental knowledge. An online survey was conducted, and 178 usable responses were collected using purposive sampling. Except for social norms, other variables, namely attitude, perceived behavioral control, social media marketing, and environmental knowledge, were found to significantly affect purchase intention for green cosmetics, contributing 65.9% of the explanatory power to the research model. The findings offer imperative managerial implications for green cosmetics brands and retailers in developing strategies to cultivate sustainable consumption behaviors using green cosmetics. Several limitations in this study are highlighted, and suggestions for future studies are provided. This study supports the United Nations Sustainable Development Goal (SDG) 12 to ensure sustainable production and consumption that respects environmental limits and contributes to socio-economic well-being.

Cite this chapter as:
Tan, G. S., Chang, X. L. & Ab. Aziz, K. (2026). Do social media marketing and environmental knowledge affect female consumers in green cosmetics consumption? In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp. 91–115). MMU Press.

Chapter 5

E-Governance Transformation in the Digital Age 

By Faiza Saleem [0000-0001-9753-9720]

Abstract The term “e-governance,” also known as “Electronic Governance,” is a disruptive force in contemporary governance. It deals with the incorporation of information and communication technology (ICT) to improve and change the effectiveness, accessibility, efficiency, and transparency of governmental procedures, as well as the way that services are provided to the public, private sector, and other stakeholders. This book chapter offers a thorough introduction to e-governance, examining its significance, guiding principles, scope, and consequences for the global governance system. The chapter starts by looking at the basic concept of e-governance before exploring the core ideas that underpin its use, such as accountability, transparency, efficiency, and citizen involvement. The chapter also examines the challenges and barriers that prevent e-governance projects from being adopted and carried out successfully, it also looks at how new technologies like blockchain, artificial intelligence, and big data analytics can revolutionize service delivery and e-governance procedures. The chapter concludes by highlighting the significant influence of e-governance on contemporary governance paradigms and how it might improve government efficiency, responsiveness to citizen requirements, and transparency.

Cite this chapter as:
Saleem, F. (2026). E-governance transformation in the digital age. In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp. 117–141). MMU Press.

Chapter 6

Behind the Scenes: Adoption of Digital Government Mobile Apps Services by Malaysians

By Salmi Mohd Isa [0000-0002-8793-7626], Yashar Salamzadeh [0000-0002-6917-2754], and Suzaliza Juhar [0009-0000-4962-6627]

Abstract – The Malaysian government is dynamically following digital transformation to boost public services through mobile apps, aiming to streamline processes and increase accessibility. Despite the potential benefits, the adoption of government mobile apps in Malaysia remains low. Many factors contribute to this, including limited ICT diffusion, disproportions in internet infrastructure and low digital literacy rates. This chapter explores these issues and examines factors influencing the use of mobile apps for government services, including Performance Expectancy (PE), Facilitating Conditions (FC), Social Influence (SI), Effort Expectancy (EE), and Privacy Concerns (PC). It also investigates into Behavioural Intentions (BI) and actual usage behaviours among Malaysians, providing insights into their intentions regarding government mobile app usage. Additionally, the chapter investigates the impact of age and gender on the relations between key determining factor and behavioural intentions in Malaysia’s e-government landscape.

Cite this chapter as:
Mohd Isa, S., Salamzadeh, Y. & Juhar, S. (2026). Behind the scenes: Adoption of digital government mobile apps services by Malaysians. In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp. 143–175). MMU Press.

Chapter 7

The Dynamism of Digital Health in Revitalizing the Healthcare Industry

By Santhi Ramanathan [0000-0002-8462-6400], Mogana Darshini Ganggayah [0000-0003-4514-5062], Huay Huay Lee [0009-0005-1692-8174], and Seng Huat Tan [0000-0002-5218-3967]

Abstract – Globally, healthcare has become an absolute necessity for daily living, with much attention paid to quality and reliability. Globalization and digitalization have been driving the world towards modernization. Still, the recent wave of pandemics has affected all economies, from all aspects of economic growth, and has revealed a significant gap in the improvement of healthcare worldwide. The global community has been exposed to a wide range of digital technology because of digitalization, which has also profoundly permeated several aspects of people’s lives and businesses. However, the adoption level of digital technologies in the healthcare industry, which is the pillar of the nation’s productivity, needs continuous attention and recognition as a global agenda. According to the World Health Organization, the potential of digital health solutions to improve the healthcare system remains untapped. Hence, WHO moves progressively towards promoting and integrating digital technologies and healthcare through vast innovation efforts. The power of digital technologies, such as artificial intelligence, machine learning, and cloud computing, has changed the healthcare industry significantly and made it dynamic. Discovering the dynamism of digital health will certainly expose medical breakthroughs that may help nations all over the world employ the best practices for the betterment of global health and well-being.

Cite this chapter as:
Ramanathan, S., Ganggayah, M. D., Lee, H. H. & Tan, S. H. (2026). The dynamism of digital health in revitalising the healthcare industry. In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp. 177–196). MMU Press.

Chapter 8

Utilising Eye Tracker Device to Identify Potential Students with Dyscalculia in Distinguishing Numbers 

By Bambang Pudjoatmodjo [0000-0001-6040-3133], Rickman Roedavan [0000-0003-3169 2663], Sazilah Salam* [0000-0003-4979-6129], and Yahdi Siradj [0000-0002-8368-0843]

Abstract – Eye trackers, devices intended to observe eye motion and placement, have numerous uses in advertising, behavioural science, psycholinguistics, visual systems investigation, human-computer interaction designing interfaces and developing products. In learning environments, these devices provide information on students’ gaze patterns and concentration during engagement with educational resources on online platforms. This The study leverages eye-tracking technology to recognize students experiencing dyscalculia, a distinct learning disability associated with numerical computation. Through examining the eye positions of students, particularly their skill in differentiating between visually alike number such as 6 and 9, the tool assists in identifying possible challenges. linked to dyscalculia. A prototype was created to assist. this method, able to recognize a situation where a learner’s The position of the eye corresponds to a specific number (for instance, six). At the same moment, they’re the answer suggests a different number(for instance, nine). This model is capable of identify the user’s gaze location while looking at numbers and displays the selection of a number by the user.

Cite this chapter as:
Pudjoatmodjo, B., Roedavan, R., Salam, S. & Siradj, Y. (2026). Utilising eye tracker device to identify potential students with dyscalculia in distinguishing numbers. In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp. 197–221). MMU Press.

Chapter 9

Metaversity: Where Digital Game-Based Learning Meets the Metaverse Ecosystem 

By Rickman Roedavan [0000-0003-3169-2663], Bambang Pudjoatmodjo [0000-0001-6040-3133], and Yahdi Siradj [0000-0002-8368-0843]

Abstract – The Metaverse is a 3D virtual world where users, through avatars, interact in virtual spaces apart from the physical world. It has two main components. The first component, the Metaverse Technology Enabler, focuses on foundational infrastructure such as networks, cloud computing, or XR devices. The second component, the Metaverse Ecosystem, centers around digital content within the Metaverse, such as avatars, virtual environments, or digital items. Given the historical ambiguity between the Metaverse’s intended context as a future social platform or just “a game-like environment,” recent studies have increasingly directed its use toward educational applications. In this study, we propose to develop a concept for utilizing the Metaverse concept in the field of education, termed the Metaversity Framework. This framework represents a fusion of digital game-based learning principles and visual components within the Metaverse Ecosystem. By doing so, we aim to highlight how virtual world learning systems can revolutionize education, rather than solely focusing on the concept of the Metaverse as a comprehensive digital social platform. This approach leverages the immersive and interactive nature of the Metaverse to enrich educational experiences.

Cite this chapter as:
Roedavan, R., Pudjoatmodjo, B., & Siradj, Y. (2026). Metaversity: Where digital game-based learning meets the metaverse ecosystem. In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp. 223–246). MMU Press.

Chapter 10

Exploring User Experiences: ChatGPT as A Virtual Mathematics Tutor

By Sin Yin Tan [0000-0001-8606-3827], Chun Fui Tan [0000-0001-5614-4909], Check Yee Law [0000-0002-0373-1840], and Farah Izzati Yussoff [0009-0008-9477-3368]

Abstract – Since the launch of ChatGPT, it has received widespread application across diverse domains, including Mathematics education. ChatGPT is equipped with Mathematics capabilities, which enable students to ask Mathematics-related questions and receive customized feedback, fostering personalized learning experiences among students. This study aims to encourage students to use ChatGPT as a virtual Mathematics tutor. It also examines the feedback based on ChatGPT’s explanation and the challenges faced by students. Two groups of students were introduced to ChatGPT, particularly inputting diverse equations containing mathematical symbols. The study assessed students’ perceptions using a 5-point Likert scale to evaluate the comprehensibility of ChatGPT’s explanations and their similarity to human explanations. The findings reveal that students encountered some challenges when inputting the mathematical functions, particularly for topics related to calculus, suggesting ChatGPT may not always interpret input accurately on the first attempt. However, students are gradually adapting to this technological approach in learning Mathematics, finding it beneficial once they become familiar with the communication style by treating ChatGPT as their virtual tutor. The challenges identified from student feedback highlight certain limitations, suggesting avenues for further refinement and improvement.

Cite this chapter as:
Tan, S. Y., Tan, C. F., Law, C. K., & Yussoff, F. I. (2026). Exploring user experiences: ChatGPT as a virtual mathematics tutor. In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp.247–265). MMU Press.

Chapter 11

Exploring the Effect of Media Psychology in the Relationship Between Emotional Drivers and the Current Workplace Interrelationships in the Digitalization Era

By Susan Tee Suan Chin [0000-0001-8872-414X], Lily Lau, and Arthur R. Carmazzi [0000-0001-5217-449X]

Abstract – The traditional employer-employee relationship is evolving due to digitalization, which also impacts employees’ rights to participate in company activities. The new work types require a high degree of self-organization and active employee engagement in process optimization and problem-solving. Working in digital environments presents difficulties for an organization’s productivity. Relationship development is the biggest obstacle to remote and hybrid work, according to 43% of CEOs. More often, social media users were influenced by shocking news instructively and destructively. One of the drawbacks of digitization is that workers may become stressed out by technology. An inability to adjust to the introduction of new digital technologies might lead to a psychological reaction known as technostress. Biological stress responses and technological stress have been connected. Digitalization can also impact people’s private lives by creating an expectation that employees are always available to work, increasing staff workloads, and limiting their free time. The purpose of this study is to explore the effects of media psychology on the emotional drivers of executives in their workplace relationships.  Questionnaires were distributed to the executives in an organization to examine these effects. Findings suggest different executives had different motivations and emotional drivers. The different motivations and emotional drivers indicate a way for management to connect with the employees. Management could use social media as a form of sharing values they uphold in the organization.

Cite this chapter as:
Chin, S. T. S., Lau, L., & Carmazzi, A. R. (2026). Exploring the effects of media psychology on the relationship between emotional drivers and the current workplace interrelationships of executives in the digitalisation era. In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp. 267–285). MMU Press.

Chapter 12

Harnessing Technology: Innovations in Application Development for Tourism Public Relations in Thailand

By Thongchai Surinwarangkoon [0000-0003-0608-7656] and Weera Weerasophon [0009-0009-6905-4019]

Abstract – This chapter introduces the overview of the importance of tourism public relations, the role of technology in modernizing tourism public relations, key concepts and principles of tourism public relations, and challenges and opportunities in the digital age. The second section is about the evolution of technology in tourism public relations, the historical perspective on technology adoption in the tourism industry, and the impact of digitalization on public relations strategies and tactics. The third section presents applications and tools for tourism public relations, case studies highlighting successful implementations, and leveraging social media platforms like Facebook, Instagram, Twitter, etc., which present strategies for utilizing social media effectively in tourism public relations. The fourth section is about developing applications for tourism public relations, which is composed of the importance of applications in reaching and engaging tourists and considerations for designing and developing tourism public relations applications. The fifth section is about challenges and future trends, addressing common challenges in implementing technology-driven public relations initiatives, emerging trends, and future directions in application development for tourism public relations. Conclusion recaps key points discussed in the chapter and final thoughts on the significance of technology in advancing tourism public relations.

Cite this chapter as:
Surinwarangkoon, T., & Weerasophon, W. (2026). Harnessing technology:Innovations in application development for tourism public relations in Thailand. In T. W. Liew, S.-M. Tan, G. S. Tan & S. F. Yeo (Eds.), New media and technology management (pp. 287–304). MMU Press.