Two UUM Lecturers were awarded with the Best Paper Award at the Creative Industry International Conference (CIIC) 2018 which was held at the Institute of Broadcasting and Information Tun Abdul Razak (IPPTAR) recently.

The research article written by Prof. Ts. Dr. Norazah Mohd Suki and Assoc. Prof. Ts. Dr. Norbayah Mohd Suki entitled Investigating the Measurement of Consumers' Electronic Word-of-Mouth (E-WOM), Intrinsic and Extrinsic Motives, and Satisfaction of Islamic Insurance (Takaful) stood out amongst the rest.

The award was presented by the Deputy Minister of Tourism, Arts and Culture, Mr. Muhammad Bakhtiar Wan Chik, who represented the Minister of Communications and Multimedia.

According to Prof. Ts. Dr. Norazah Mohd Suki of the Othman Yeop Abdullah Graduate School of Business (OYAGSB), her research which successfully made advancement in the scientific knowledge and appropriate data analysis contributed immensely to this recognition.

"This award came as a surprise as the responses obtained were both very encouraging and competitive since more than 80 papers from various countries such as Taiwan, Portugal, South Korea, Oman, Iraq, Thailand and Indonesia were received prior to the Conference.

"I am very grateful for this award because I am able to contribute my expertise, knowledge and experience in producing high impact research papers," she said.

She further added that, the prospects of creative industry continues to show encouraging results as more and more online users tend to rely on opinions or suggestions, testimonials and good or bad comments from other users to get direct and open feedback via online media related to products, services, or organizations.

"Hence, in the face of the Industrial Revolution 4.0 (IR4.0), organizations need to be more willing to give rewards and incentive for positive and creative comments and reviews that can convince customers to perform live transactions online," she said.