Tengku Siti Aisha Tengku Mohd Azzman Shariffadeen has been an academic staff with IIUM since 2004. She obtained her bachelors degree in Human Sciences, specializing in Communication from IIUM in 2002. After a brief stint of working as a research officer with two different private research companies, she returned to IIUM as an assistant lecturer, and continued her post-graduate studies and obtained a Masters of Science in Communication Technology from UPM in 2007. She then successfully completed her PhD in Communication Studies in Kent State University, Ohio in 2014. The focus of her dissertation was on the use of social media in maintaining close friendships.
As an academic, she has presented a few papers locally and internationally. Since returning to IIUM in 2014, she has been a researcher under the Electoral Studies Research Unit of IIUM, and this research unit has carried out several studies in political communication, election, and media use. She has also carried out several studies examining the interpersonal use of social media among young adults. She has served as the Academic Advisor for the Department of Communication since 2014.
Presently, she is an assistant professor in the Department of Communication, Kulliyyah of Islamic Revealed Knowledge and Human Sciences.

• Advancement Of Knowledge ~ Humanities And Quality Of Life ~ SOCIAL SCIENCES ~Social Sciences - Communication
• Social Science ~ Social Science ~ Media and Communications ~ Interpersonal Communications - Relational communication (e.g. close friendship and relationship maintenance), the dark side of communication (e.g. jealousy), and use of social media in interpersonal relationships
• Social Science ~ Social Science ~ Media and Communications ~ Other Media and Communication n.e.c. - Use of new communication technology in interpersonal relationships and society, such as adaptation of emerging social media and/or new technology in Malaysia, and issues concerning the use of new technology and/or social media in Malaysia, user behavior of new technology and/or social media in Malaysia
• Humanities ~ Humanities ~ Arts and Culture ~ Cultural Theory - Intercultural communication, issues such as cross-cultural differences in interpersonal communication, intercultural adaptation, culture shock, and use of social media in intercultural context

• 2019 - 2020: Member of Profesional Body / Association: (Member), Malaysian Association of Communication Educators

ADVANCED COMMUNICATION THEORY	2020/2021
COMPUTER MEDIATED COMMUNICATION	2008/2009
FINAL YEAR PROJECT I	2021/2022 2020/2021 2019/2020
FINAL YEAR PROJECT II	2021/2022 2020/2021 2019/2020
INTERCULTURAL COMMUNICATION	2022/2023 2021/2022 2020/2021 2019/2020 2018/2019 2017/2018 2016/2017 2015/2016 2014/2015 2008/2009
INTERPERSONAL COMMUNICATION	2008/2009 2007/2008
INTRODUCTION TO MASS COMMUNICATION	2015/2016 2014/2015 2007/2008 2006/2007
INTRODUCTION TO ORGANIZATIONAL COMMUNICATION	2006/2007
INTRODUCTORY STATISTICS FOR COMMUNICATION RESEARCH	2017/2018 2016/2017 2015/2016
MEDIATED COMMUNICATION	2019/2020
NEW COMMUNICATION TECHNOLOGY	2018/2019
PROJECT PAPER I	2014/2015
PSYCHOLOGY OF COMMUNICATION	2014/2015 2008/2009 2007/2008 2006/2007
STATISTICS FOR COMMUNICATION	2022/2023 2021/2022 2020/2021 2019/2020 2018/2019 2017/2018

Completed

2019 - 2019	Perception of Issues and Media Usage among Factory Workers in Malaysia
2017 - 2019	Public Perceptions Towards Current Issues and Government Policies
2016 - 2019	V-Logging and Citizenship: The Malaysian Experience
2016 - 2019	Examining the Relationship between Parasocial Interaction, Religiosity and Motivation to use Twitter among Followers of Islamic Reality Shows in Malaysia
2016 - 2018	Media Usage, Life and Job Satisfaction: A Study among Factory Workers in Malaysia
2015 - 2017	Kajian Terhadap Pekerja Industri
2015 - 2017	Social Mobility and Media in Marang, Terengganu
2015 - 2017	Identification of Political and Leadership Issues among the Voters
2015 - 2017	Media Usage and Political Behavior: A Study among Youth in Malaysia (2015 Malaysian Election Research)
2015 - 2017	Kajian Terhadap Media dan Mobiliti Sosial di Perupok, Kelantan

On-Going

2021 - Present	Understanding Communication: An Islamic Approach
2020 - Present	Developing a framework on health information management among the Malaysian public during the COVID-19 pandemic
2015 - Present	Kajian Elektoral Malaysia 2015
2004 - Present	Electoral Studies Research Unit

01 Jun, 2020

Academic Award (Silver) - KIRKHS

KCDIO

Article

2021	Customers' perception of Air Asia's facebook marketing activities: A case study of the aviation industry in Malaysia. Asian Journal of Applied Communication, 11 (2) pp. 1-15
2021	Examining factors that influence IIUM students’ involvement in da’wah activities via social media. IIUM Journal of Human Science, 3 (2) pp. 27-42
2021	Factors influencing confidence in the government during Tun Dr Mahathir’s leadership era among industrial workers. Jurnal Komunikasi: Malaysia Journal of Communication, 37 (4) pp. 142-160
2021	Happiness, demographic variables, and self-perception as predictors of job satisfaction among factory employees in Malaysia. SEARCH Journal of Media and Communication Research, 13 (2) pp. 21-36
2021	Social adaptation among international students in Malaysia: the uncertainty reduction perspective. Asian Journal of Applied Communication, 11 (1) pp. 1-16
2021	Usage of blackboard and academic performance of university students: a partial least square approach. Journal of Arts & Social Sciences, 4 (2) pp. 44-56
2020	Malaysian female users’ purchase intentions of celebrity-endorsed products on Instagram: A parasocial interaction perspective. Search Journal of Media and Communication Research, 12 (1) pp. 93-109
2020	The mediating effect of employee’s job satisfaction on the relationship between transformational leadership style and employee well-being among Malaysian academics. Human Communication Journal, 3 (1) pp. 18-35
2019	Celebrity-fan engagement on Instagram and its influence on the perception of hijab culture among Muslim women in Malaysia. Jurnal Komunikasi: Malaysian Journal of Communication, 35 (1) pp. 286-302
2019	Factors predicting the trend of using iTa'leem among lecturers in International Islamic University Malaysia (IIUM). Asian Journal of Applied Communication, Special Issue (1) pp. 255-267
2019	The relationship of individual well-being and working environment with job satisfaction among factory workers in Malaysia. Intellectual Discourse, 27 (1) pp. 221-243
2018	Examining intercultural differences in close friendship maintenance on Facebook: a relational dialectics perspective. Jurnal Komunikasi, 34 (3) pp. 131-149
2018	Religiosity and its impact on Twitter use and viewing of Islamic reality television shows among university students in Malaysia. Journal of Islam in Asia, 15 (3 Special Issue) pp. 356-382
2018	Situational social support groups for information sharing in times of disaster: a case of 2014 floods in Malaysia. Human Communication: A Journal of the Pacific and Asian Communication Association, 1 (1) pp. 1-15
2018	The Islamization of the Malaysian media: a complex interaction of religion, class and commercialization. Intellectual Discourse, 26 (2) pp. 635-658
2018	Usage of mobile phones among flood victims in Malaysia. Malaysian Journal of Media Studies, 20 (2) pp. 1-12
2018	Vlogging and the Malaysian citizenship experience. International Journal of Arts Humanities and Social Sciences, 3 (1) pp. 21-28
2017	Following Islamic reality show personalities on twitter: a uses and gratification approach to understanding parasocial interaction and social media use. Intellectual Discourse, 25 (Special Issue) pp. 637-659
2017	Mixed method in political communication research: the study of media usage & voting behavior as a case analysis. E-Bangi: Journal of Social Sciences and Humanities, Special Issue (1) pp. 24-33
2017	Predicting the intention to cyberbully and cyberbullying behaviour among the undergraduate students at the International Islamic University Malaysia. International Journal of Education, Psychology and Counseling, 2 (5) pp. 257-270
2017	The mediating effect of job satisfaction on leadership styles and organisational commitment among employees from three tourism villages in Indonesia. Asian Journal of Applied Communication, 7 (2) pp. 31-46
2015	Exploring the use of social media during the 2014 flood in Malaysia. Procedia Social and Behavioral Sciences, 211 () pp. 931-937

Conference or Workshop Item

2022	“Do we really have to talk about that?”: avoiding covid-19 topics with close contacts. In: 28th AMIC Annual Conference,
2021	Are you happy at work? Unraveling the roles of social media usage, individual wellbeing and working environment. In: 2021 ANPOR-APCA Annual Conference Program,
2021	Countering Islamophobia through Webcomics on Instagram. In: ANPOR-APCA Annual Conference,
2021	Do we really have to talk about that? Avoiding COVID-19 topics with close contacts.. In: 28th AMIC Annual Virtual Conference (Science Communication: Managing the Now and the Future),
2021	Factors explaining party support during the COVID-19 pandemic: The leadership role. In: 28th Annual AMIC Virtual Conference (Science Communication: Managing the Now and the Future),
2021	Impact of perception, attitude and behavior on cyber resilience towards online fraud threats onto IIUM students. In: International Conference on Media and Communication 2021 (MENTION 2021),
2021	Perceiving party supports and attributes of Perikatan Nasional and Pakatan Harapan. In: The 2nd International Conference on Media & Social Sciences,
2021	The mediating effect of behavior on cyber resilience towards online fraud threats among IIUM students. In: Communication Research Seminar 2021 (CORENA21),
2021	Understanding academic misconduct among IIUM students during RTL phase: the role of social presence & religiosity. In: 3rd Communication Research Seminar 2021 (CORENA21),
2021	Understanding the role of family communication in managing challenges of working from home among female academics during COVID-19 Pandemic. In: Communication Research Seminar (CORENA 2021),
2020	Do differences make a difference? Understanding the dynamics of diversity in university community engagement workgroups. In: Communication Research Webinar (CORENA) 2020,
2020	Factors influencing confidence in the government during Tun Mahathir’s leadership era among industrial workers. In: WAPOR Asia 3rd Annual Conference,
2020	Managing social media health information seeking on COVID-19: The perspective of staff and students from a Malaysian public university. In: WAPOR Asia 3rd Annual Conference:,
2020	Managing social media INFORMATION during the Covid-19 pandemic: The TMIM perspective. In: Communication Research Seminar (CORENA 2020),
2019	Predictors of voting behavior & support towards Malaysian leaders: A study among factory workers in Malaysia. In: Communication Research Seminar (CORENA) 2019,
2019	The impact of leadership style and staff well-being on job satisfaction among academic staff in a Malaysian public university. In: International Conference of Religion, Governance and Sustainable Development (ICRDG 2019),
2018	Celebrity fan-engagement on Instagram and how it influences perceptions on hijab culture among young Muslim women in Malaysia. In: International Seminar on Media and Communication (ISMEC 2018),
2018	The relationship between individual well-being, working environment and job satisfaction among factory workers in Malaysia. In: International Seminar on Media and Communication (ISMEC 2018),
2017	Examining intercultural differences in close friendship maintenance on Facebook: a relational dialectics perspective. In: International Conference on Islam, Media and Communication 2017 (ICIMaC),
2016	Usage of mobile phones among victims during the 2014 flood in Malaysia. In: The 9th Malaysia International Conference on Languages, Literatures and Cultures (MICOLLAC 2016),
2015	Exploring the use of social media for information sharing during the 2014 flood in Malaysia. In: 2nd Global Conference on Business and Social Sciences (GCBSS 2015),
2015	Media and politics: a study among youth in Malaysia. In: 2015 Asian Network for Public Opinion Research (ANPOR) Annual Conference,
2015	Politik, kepimpinan dan isu-isu semasa: dapatan perbincangan kumpulan fokus di Kelantan, Terengganu dan Pahang. In: Pembentangan Data dan Analisis Awal Kajian Elektorla Malaysia 2015,

Book

2017	The intention to cyberbully and cyberbullying behaviour among undergraduate students. IIUM Press, International Islamic University Malaysia, ISBN: 978-967-418-634-0

Book Section

2018	Maintaining family resilience among flood victims through new media usage. In: USIM Press, Universiti Sains Islam Malaysia, ISBN: 978-967-440-564-9, pp. 110-120

Monograph

2019	Examining the relationship between parasocial interaction, religiosity, and social media use among followers of Islamic reality shows in Malaysia (ID: RIGS16-188-0352). In: ,
2019	RIGS16-248-0412: V-logging and citizenship: the Malaysian experience. In: ,