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Staff Profile

Aida Binti Mokhtar

Academic Qualifications

  • Communication - Doctor of Philosophy, University of Stirling
  • Marketing Communication - Masters Degree, University of Canberra
  • English Language and Literature - Bachelor Degree, International Islamic University Malaysia

Aida Binti Mokhtar (Assoc. Prof. Dr.)

Associate Professor
IIUM Gombak Campus

ABDULHAMID ABUSULAYMAN KULLIYYAH OF ISLAMIC REVEALED KNOWLEDGE AND HUMAN SCIENCES

Other's position:

Coordinator, Office of the Deputy Rector (Student Development & Community Engagement)

aidam@iium.edu.my
5113

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Expert Profile


Aida Mokhtar has been working with the Department of Communication, Kulliyyah of Islamic Revealed Knowledge and Human Sciences (KIRKHS) of the International Islamic University Malaysia (IIUM) since 1997. She was the best student of her programme in the IIUM Matriculation Centre. She obtained her Master's in Marketing Communication from University of Canberra, Australia and her PhD in Advertising from University of Stirling, UK. She conducted her PhD research study on PETRONAS corporate television advertisements and interviewed the late Creative Director, Ms. Yasmin Ahmad. Her research areas of interest are: Islamic advertising, advertising regulations, integrated marketing communication and social communication.

She is currently an Associate Professor in the Department and the Coordinator of the IIUM Disability Services Unit (DSU), Office of Deputy Rector (Student Development and Community Engagement), IIUM. She founded the IIUM Special Parents Group in 2018. It is a support group for IIUM employees who have children with disabilities. She was the Deputy Director of the IIUM Corporate Communication Division in 2013. 

She has written several book chapters and journal articles. She is currently editing a book on Advertising in Malaysia. She had presented in several national and international seminars and conferences on Islamic advertising and marketing communication. She is a member of the Islamic Entertainment cluster under the Futures Studies 2077 initative in IIUM. She was the Chairperson for the first International Seminar on Islamic Advertising 2014 (ISIA2014) organised by Kulliyyah of Islamic Revealed Knowledge and Human Sciences (KIRKHS), IIUM. This was part of her efforts in developing the discipline of Islamic advertising in relation to Malaysia’s positioning as the Global Halal Hub. Assoc. Prof. Dr. Aida was also the Chairperson for ISIA 2016 and the Seminar of Islamic Advertising and Marketing Communication 2019. She was the organising committees for several other university events. 

Aida is also a member of the American Academy of Advertising, an Associate Member of Communications and Multimedia Content Forum of Malaysia (CMCF) and a life time member of Persatuan Pendidik Komunikasi. She was appointed Committe Member for the Global and Multicultural committee member in early 2021 by the American Academy of Advertising which focuses on promoting and facilitating the academy's role 'as a leading forum for sharing knowledge about scholarship, education and practice in international advertising. Responsibilities include helping with international relationships, updating the GMC website, working with the membership to provide a forum for domestic/international research and teaching collaborations' (AAA, 2021).

She was Chairperson of the Speeches and Publications committee for several IIUM convocation events, an Editorial Board member for the IIUM News Bulletin, a judge for the Perdana Leadership Foundation impromptu speech competition and writing competition. Formerly a KIRKHS Postgraduate Thesis Committee member, Head of the Education Bureau for IIUM PUSPANITA, Coordinator of the Postgraduate Committee in the Department of Communication and Advisor for the Postgraduate Students’ Society in KIRKHS.


Area of Specialisation


  • Social Science ~ Social Science ~ Media and Communications ~ Advertising (Including Globalisation) - social advertising, Islamic advertising, advertising regulations, IMC


Professional Membership


  • 2023 - 2023 : Member of Profesional Body / Association : (Research Committee Member) , American Academy of Advertising
  • 2023 - 2023 : Member of Profesional Body / Association : (Member) , Qualitative Research Committee
  • 2020 : Member of Profesional Body / Association : (Lifetime Member) , Malaysian Association of Communication Educators
  • 2019 - 2024 : Member of Profesional Body / Association : (CMCF Associate member) , CMCF
  • 2016 - 2016 : Member of Profesional Body / Association : (Member) , International Communication Association
  • 2015 - 2015 : Member of Profesional Body / Association : (Member) , International Communication Association
  • 2015 - 2015 : Member of Profesional Body / Association : (Member) , International Islamic Marketing Association
  • 2014 - 2014 : Member of Profesional Body / Association : (Member) , International Communication Association
  • 2013 - 2024 : Member of Profesional Body / Association : (Regular Member) , American Academy of Advertising
  • 2011 - 2011 : Member of Profesional Body / Association : (Member) , Moral Panics Studies Research Network


Teaching Responsibilities


ADVANCED INTEGRATED MARKETING COMMUNICATION 2017/2018
ADVANCED INTEGRATED MARKETING COMMUNICATION 2022/2023 2019/2020
ADVANCED INTEGRATED MARKETING COMMUNICATION 2022/2023
ADVANCED INTEGRATED MARKETING COMMUNICATION STRATEGIES 2025/2026
ADVERTISING : PRINCIPLES AND PRACTICE 1999/2000 1996/1997 1994/1995 1993/1994
ADVERTISING : PRINCIPLES AND PRACTICES 2000/2001
ADVERTISING: PRINCIPLES AND PRACTICES 2018/2019 2017/2018 2016/2017 2015/2016 2014/2015 2013/2014 2012/2013 2011/2012 2004/2005 2003/2004 2002/2003 2001/2002 2000/2001
BASICS OF WRITING 2025/2026 2024/2025 2023/2024 2022/2023
COMMUNICATIONS PLANNING AND STRATEGIES 2024/2025 2023/2024
CORPORATE WRITING 2026/2027 2025/2026 2024/2025
CORPORATE WRITING 2023/2024 2022/2023 2020/2021
FINAL YEAR PROJECT I 2024/2025 2023/2024 2022/2023 2021/2022 2020/2021 2019/2020
FINAL YEAR PROJECT II 2025/2026 2024/2025 2023/2024 2022/2023 2021/2022 2020/2021 2019/2020
INTEGRATED MARKETING COMMUNICATION 2026/2027 2025/2026 2024/2025 2023/2024
INTEGRATED MARKETING COMMUNICATION 2023/2024 2022/2023 2021/2022 2020/2021 2019/2020 2018/2019
INTER-CULTURAL COMMUNICATION 2002/2003
INTERCULTURAL COMMUNICATION 2012/2013
INTRODUCTION TO COMMUNICATION 2021/2022 2018/2019
INTRODUCTION TO COMMUNICATION 2024/2025
INTRODUCTION TO MASS COMMUNICATION 2016/2017 2015/2016 2014/2015 2013/2014 2011/2012 2004/2005 2003/2004
MARKETING COMMUNICATION 2016/2017 2014/2015 2013/2014
MEDIA PLANNING 2025/2026
PROFESSIONAL SPEECH COMMUNICATION 2021/2022 2020/2021 2019/2020 2017/2018 2016/2017 2015/2016 2014/2015 2013/2014 2012/2013 2011/2012 2004/2005 2003/2004 2002/2003 2001/2002 2000/2001 1999/2000
PROFESSIONAL SPEECH COMMUNICATION 2026/2027
REPORTING & WRITING FOR MASS MEDIA I 1999/2000
RESEARCH PAPER II 2015/2016
RESEARCH PAPER II 2021/2022
WRITTEN COMMUNICATION FOR ORGANIZATION 2018/2019 2017/2018 2016/2017 2015/2016 2014/2015 2013/2014 2012/2013 2011/2012


Supervision


Digital Dakwah On Instagram: A Study On The Elaboration Of Islamic Visuals Amongst Indonesian Young Adults.
Ph.D Completed 2025 Main Supervisor
Digital Dakwah On Instagram: A Study On The Elaboration Of Islamic Visuals Amongst Indonesian Young Adults.
Ph.D Completed 2025 Co-supervisor
Use Intention Of Artificial Intelligence In Integrated Marketing Communication Campaigns: The Case Of Smes In Terengganu And West Java.
Ph.D In Progress Main Supervisor
Towards Effective Co-Regulatory Governance Of Online Content: A Study On The Malaysian Communications And Multimedia Content Code.
Ph.D In Progress Main Supervisor
The Role of Emotional Intelligence in Customer Service Communication.
The Role Of Emotional Intelligence In Customer Service Communication.
Ph.D In Progress Main Supervisor
The Impact Of Personality Traits And Technology Readiness On Intention To Use E-Commerce Application: The Mediating Role Of Perceived Ease Of Use And Perceived Usefulness.
Ph.D In Progress Main Supervisor
Islamic Compliance Marketing Communication On Tiktok, A Qualitative Analysis Of Brand Consistency And Shanah Compliance In Malaysia’S E-Commerce Ecosystem.
Ph.D In Progress Co-supervisor
A Study Examining The Adoption Of Islamic Advertising Guidelines By Television Stations In Malaysia.
Master Completed 2022 Main Supervisor
.
Mediating Effect Of Religiosity On Factors Influencing Purchasing Behaviour Of Halal-Certified Products Among Iium Students.
Master Completed 2021 Main Supervisor
Enhancement Of Social Media Content Marketing For Inhart: Targeting Muslim Malaysian Millennials In Iium.
Master Completed 2021 Co-supervisor
Mediating Effect Of Malay Values On Media Exposure To Ideal Body Images And Modest Dressing Behaviour Amoung Female University Students ‎ .
Master Completed 2018 Co-supervisor
The Uses And Gratifications Of Using Facebook: A Study Of Palestinian Students In The International Islamic University Malaysia.
Master Completed 2017 Main Supervisor
Mobile Advertising Effectiveness : The Relationship Between Sms Advertising Factors And Iium Students' Attitudes To Sms Advertising.
Master Completed 2014 Main Supervisor


Research Projects


Completed
2024 - 2026 A Bibliometric Analysis on Integrated Marketing Communication and Maqasid Shari?ah from 2013-2024
2024 - Kajian Keberkesanan Program Pemulihan Dalam Komuniti
2023 - 2025 Development of A Module on Islamic Spiritual Care for Children with Disability
2023 - 2025 Module Development on Entrepreneurship for Students with Autism
2023 - 2024 Reviewing Prophetic Medication in Spiritual Care: A Critical Study on Tibb Nabawi Genre in Hadith Literature
2022 - 2023 Exploration and Identification of MCMC Brand Health amongst the Industry and Public Sector
2021 - 2023 ADVERTISING AND MAQASID SHARIAH: THE APPLICATION OF MAQASID SHARIAH PRINCIPLES IN ADVERTISING PRODUCTION
2021 - 2022 Empowering the community through sustainable health: An applied theory of Maqasid al-Shari?ah
2020 - 2022 Advertising: The Malaysian Perspective
2019 - 2023 Examining the news framing effect of ideological narratives on radicalisation.
2017 - 2019 Public Perceptions Towards Current Issues and Government Policies
2015 - 2019 Novel Islamic Framework for Television Advertising of Halal Products in Muslim Countries
2014 - 2017 Advertising in Islam from an Academic Viewpoint
2011 - 2013 Television Advertising and Self-Censorship in Malaysia
On-Going
2026 - Present CONSUMER BEHAVIOUR: AN ISLAMIC PERSPECTIVE
2025 - Present Proposal for Teaching Quran for Special Needs Children through Quranic Recitation, Sign Language and Memorization
2024 - Present Booting Digital Adoption through Industry Digital Roadmap (IDR) for Advertising Fraternity
2023 - Present Module Development on Teachers' Readiness in Managing SEN Students
2023 - Present Module with Material Kits on How to Recite AlQuran Using Arabic Alphabet for Those with Hearing Impairment
2023 - Present Prototype Development of a Community-Based Rehabilitation Management System for Children with Special Needs
- Proposed consultancy for NAZA Motors


Publications


Articles

2026 The facets model of effects: an analysis of Lamborghini and dove IMC Campaigns. Malaysian Journal of Qualitative Research, 12 (1) pp. 299-309
2025 Development of a model for advertising professionalism from the Maqasid Al-Shari’ah perspective. Intellectual Discourse, 33 (3) pp. 1071-1100
2025 Integrated marketing communication campaigns of entrepreneurs in Gombak: a Maqasid Shari'ah perspective. Journal of Islam in Asia, 23 (2) pp. 5-27
2024 Bibliometric analysis on islamic spiritual care with special reference to prophetic medicine or al-Ṭibb al-Nabawī. Intellectual Discourse, 32 (1) pp. 81-114
2024 Cultivating wisdom, inspiring excellence, and shaping futures through synergised academic activities. IslamiCity, () pp.
2024 Enhancing community health sustainability through the use of Maqasid Al-Shariah theory. International Journal of Islamic Marketing and Branding, 6 (2) pp. 159-179
2024 IIiBF and Bank Islam launch Sixth iTekad Entrepreneur Hub at IIUM, in the spirit of helping others. IIUM Today, () pp.
2024 Inaugural professorial lecture: our role in addressing the educational needs of neurodiverse students. IIUM Today, () pp.
2024 Systematic literature review of studies on communication and COVID-19 from 2020 to 2022: an agenda-setting perspective. Jurnal Komunikasi: Malaysian Journal of Communication, 40 (4) pp. 19-44
2024 The adoption of Islamic advertising guidelines by Malaysian television stations: a diffusion of innovations lens. Asian Journal of Applied Communication, 13 (2) pp. 37-56
2024 The influence of big five personality traits and technology readiness on the intention to use an e-commerce application: a theoretical review. IIUM Journal of Human Sciences, 6 (2) pp. 66-78
2023 ‘Be happy and proud of how far you’ve gotten even with disabilities,’ says IIUM graduate with autism, Nur Aliyah. IIUM Today, 10th December 2023 () pp.
2023 Children with autism: the educational aspect. International Journal for Studies on Children, Women, Elderly and Disabled, 19 (June) pp. 1-12
2023 Dakwah on instagram and the potential application of ELM and relevance theory. IIUM Journal of Human Sciences, 5 (2) pp. 105-116
2023 Gestalt and semiotic analyses of brand communication on disability inclusion: the case of Malaysia and the US. Intellectual Discourse, 31 (1) pp. 83-111
2023 The perception of hijabis of integrated marketing communication (IMC) campaigns by dUCk Scarves & Naelofar Hijab: an Aida model perspective. E-Jurnal: Media, Communication and Broadcasting (MECAST), (3) pp. 1-20
2021 Social media and Islamic ethics: an insight to instagram use by Muslim university students in Malaysia. Intellectual Discourse, 29 (1) pp. 175-206
2021 Teacher's commitment, self-efficacy and job satisfaction as communicated by trained teachers. Management in Education, () pp. 1-13
2021 The adoption of integrated marketing communication by B40 women in Malaysia: an Islamic perspective. Jurnal ‘Ulwan, 6 (2) pp. 119-143
2020 The identification of cultural symbols in Maybank advertisements by malay university students. Asia Journal of Applied Communication, 9 (1) pp. 307-326
2019 Advertisements shape our social reality: a study of apple advertisements on promoting PWDs and inclusion. Intellectual Discourse, 27 (Special Issue 2) pp. 855-888
2019 Empowerment through advertisements: the social responsible role of depicting images of special needs for normalcy. International Journal for Studies on Children, Women, Elderly And Disabled, 6 () pp. 86-94
2019 Islamic and Western ethics in advertising. IIUM Journal of Human Sciences, 1 (2) pp. 1-9
2019 The advertising practitioner and the imbuement of Al-Ghazali’s Islamic ethics Framework. Forum Komunikasi, 14 (1) pp. 1-22
2018 The television advertising framework in Malaysia and the salience of ideals for Malay Muslims and Malaysians: a framing perspective for nation building. Malaysian Journal of Communication, 34 (3) pp. 150-176
2018 Uses and gratifications perspective on media use by refugees from Myanmar and Pakistan in Malaysia. Al-Shajarah, Special Issue (Special Issue : Migration and Refugee Studies) pp. 51-105
2017 Facebook and its uses and gratifications: a study of Palestinian students at a Public University in Malaysia. Forum Komunikasi, 12 (1) pp. 71-103
2017 Political communication through a qualitative lens. e-Bangi, 1 (Special Issue 1 (October, 2017) -Methodology In Electoral And Media Studies: Issues And Challenges) pp. 34-48
2016 A framework for Islamic advertising: using Lavidge and Steiner's hierarchy of effects model. Intellectual Discourse, 24 (2) pp. 273-294
Conference or Workshop Items

2022 Food advertisements in Malaysia ideal tools for da'wah?. In: International Convention on Sustaining the Development and Da'wah Moements 2022,
2021 BRANDS AND DISABILITY INCLUSION: AN INSIGHT TO THE NEW NORMAL. In: Putrajaya International Conference On Children, Women, Elderly And Persons with Disabilities,
2021 Islamic IMC & the new norm. In: INHART Halal & Toyyib Webinar Series 3/2021,
2021 Perception of Malaysian youths on the role of women in advertisements: the Goffman perspective. In: MENTION 2021,
2021 Systematic literature review of studies on communication and Covid-19: and agenda setting theory perspective. In: MENTION 2021,
2021 The effects of Instagram beauty advertisements on female university students in Malaysia: a Lavidge and Steiner's Hierarchy Model of Effects and Islamic perspective. In: MENTION 2021,
2021 The moderating role of gender on the effect of Instagram advertising on university students in Malaysia using AIDA model. In: Virtual International Halal Science Conference 21: "Enhancing and Strengthening Halal Industry through Science",
2020 Muslim thoughts on Islamic advertising: the OIC perspective. In: WAPOR (World Association for Public Opinion Research ) Asia 3rd Annual Conference,
2019 Advertising and promotion: an Islamic perspective. In: INHART Seminar Series: Advertising and Promotion: An Islamic Perspective,
2019 Empowerment through advertisements: the social responsible role of depicting images of special needs for normalcy. In: 7th Putrajaya International Conference on Children, Women, Elderly and Persons with Disabilities 2019 (PiCCWED7),
2019 Islamic and Western ethics in communication. In: Communication Research Seminar 2019 (CORENA2019),
2019 The imbuement of cultural elements in television advertisements: an Islamic perspective. In: Muslims in Creative Media Industries (MiCMI 2019),
2018 Advertisements as shapers of social reality: a study of apple advertisements and their depiction of technology use for empowering people with special needs. In: The 5th Putrajaya International Conference On Children, Women, Elderly And People With Disabilities 2018,
2018 Fairclough's Critical Discourse Analysis (CDA) of television advertising production in selected OIC countries. In: IAFOR International Conference on Global Studies (GLOBAL2018),,
2018 Fairclough's critical discourse analysis of television advertising production in selected OIC countries. In: The IAFOR International Conference on the City The IAFOR International Conference on Global Studies,
2018 Integrated marketing communication: an insight into its evolution. In: ICA Regional Conference 2018:“Media Transformation: Shifting Paradigms & Global Challenges”,
2018 Social media, Islam and ethics: a study of instagram use by students of a public university in Malaysia. In: International Conference On “Religion, Culture And Governance In The Contemporary World” (ICRCG2018),
2017 A comparative case study of refugees from Myanmar and Pakistan and their media use in Malaysia: a uses and gratifications perspective. In: International Conference on Forced Migration and Refugee Studies: Issues and Shifting Paradigms (ICMR 2017),
2017 A uses and gratifications perspective on media use by refugees from Myanmar and Pakistan in Malaysia. In: International Conference on Forced Migration and Refugee Studies: Issues and Shifting Paradigms (ICMR 2017),
2017 An examination of television advertising production in selected OIC countries using a hierarchy of influences model. In: 8th Global Islamic Marketing Conference 2017,
2017 Muslim culture and marketing communication. In: Marketing Culture and Marketing Communication,
2017 Social media, youths and ethics. In: OIC Cultural Week: Global Cultural Program and Value Based leadership Training: Youth Cultural Empowerment Program,
2017 Television advertising regulations in Malaysia and the salience of ideals: the agenda-setting stance for nation building. In: MediAsia2017,
2017 The Islamic embrace of advertising: a study of TV advertising frameworks of selected OIC countries using the hierarchy of influences model. In: 8th Global Islamic Marketing Conference 2017,
2016 Advertisements as reflections of ideals:Shari’ah-compliant advertisements for the Muslim target audience. In: International Seminar on Islamic Advertising 2016 (ISIA2016),
2015 Islam and advertising: the ideal stakeholder perspective. In: 1st International Conference on Innovative Communication and Sustainable Development in ASEAN,
2015 The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia. In: 2nd International Corporate and Marketing Communication in Asia Conference (ICMCAC),
2015 The lavidge and steiner hierarchy of effects model for advertising: a framework of Islamic advertising. In: 6th Global Islamic Marketing Conference,
2014 Islamic advertising: celebrating perfect moral vision. In: i-COME’14,
2014 Islamic Advertising: the Academic Viewpoint. In: International Seminar on Islamic Advertising 2014,
2013 A semiotic analysis of print advertisements in the Malaysian General Elections 2013 Campaign. In: International GE 13 Seminar,
2012 A multiple stakeholder perspective of the television advertising production process in Malaysia. In: International Conference on Communication and Media 2012 (i-COME12),
2012 A semiotic analysis of ‘individualism’ and ‘collectivism’: the Global Bersih 3.0 website. In: Seminar on Youth, Media and Politics: New Identity 2012,
2011 Narratives of Malaysian identity: the Petronas television commercials of Yasmin Ahmad. In: Film and Media 2011: First Annual London Film and Media Conference,
2011 The ‘Moral Panics’ behind television advertising regulation in Malaysia. In: Seminar on New Media and Islamic Issues: Challenges and Opportunities,
2011 The role of communication in Nation Building: television advertising and acceptance in Malaysia. In: International Conference on Media and Communication Mention 2011: Communication and Transformation-progress and Paradox,
2010 The ‘moral panics’ behind television advertising regulations in Malaysia. In: Moral Panics in the Contemporary World Conference 2010,
Books

2024 Islamic advertising: the Malaysian perspective. Inthought Sdn Bhd, ISBN:
2024 Special parents, special children in the new norm - surviving the spectrum: inspirational stories by parents of special needs kids. Support Association for Parents of Special Needs Children, ISBN:
2015 Youths media and politics: a new identity. UNIMAP, ISBN: 978-967-0922-07-2
Book Sections

2025 Advertising in Malaysia. In: Communication and Media Centre (COMET), IIUM, ISBN: , pp. 53-67
2022 Disruptive innovation on websites: the case of Airbnb and Netflix. In: Communication and Media Centre (COMET), ISBN: 9789671987704, pp. 82-111
2019 Embracing with love. In: Seri Kembangan, Selangor, ISBN: 978-983-2423-70-6, pp. 177-191
2017 A string of phenomena : meta-ethnographic synthesis of qualitative studies and reviews of the advertising campaign of the 13th General Election in Malaysia. In: Routledge, ISBN: 9781138908307, pp. 165-178
2015 A semiotic analysis of ‘Individualism’ and ‘Collectivism’: The Global Bersih 3.0 Website. In: UNIMAP, ISBN: 978-967-0922-07-2, pp. 29-41
2015 The young Malaysian voter. In: Penerbit Universiti Malaysia Perlis, ISBN: 978-967-0922-07-2, pp. 1-25
2015 The young Malaysian voter. In: Penerbit Universiti Malaysia Perlis, ISBN: 978-967-0922-07-2, pp. 1-25
2011 The 'moral panics' behind television advertising regulation in Malaysia. In: IIUM Press, ISBN: 9789674181796, pp. 167-178
2011 The 'moral panics' behind television advertising regulations in Malaysia. In: IIUM Press, ISBN: 9789674181796, pp. 167-178


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