https://gaexcellence.com/ijmtss <p>The <strong>International Journal of Modern Trends in Social Sciences (IJMTSS)</strong> is published by <strong>Global Academic Excellence (M) Sdn Bhd (GAE)</strong> to serve academicians a platform of sharing and updating their knowledge and research outputs as well as information within the sphere of Social Sciences. <strong>IJMTSS</strong> journal invites researchers, academicians, practitioners and students for the submission of articles either in English or Malay. The publication for this refereed journal are<strong> quarterly (March, June, September and December).</strong> This journal uses <strong>double</strong>-<strong>blind review</strong>, which means that both the <strong>reviewer</strong> and <strong>author identities</strong> are concealed from the reviewers, and vice versa, throughout the review process. To facilitate this, authors need to ensure that their manuscripts are prepared in a way that does not give away their identity.</p> en-US haslinda@gaexcellence.com (Haslinda) firdaus@gaexcellence.com (firdaus) Wed, 05 Mar 2025 11:54:14 +0800 OJS 3.3.0.11 http://blogs.law.harvard.edu/tech/rss 60 https://gaexcellence.com/ijmtss/article/view/4843 <p style="text-align: justify;">In the contemporary digital landscape, clickbait strategies may drive engagement, but they can also erode the credibility of both content and media organisations. This study adopted a quantitative research methodology to examine the use of clickbait headline strategies and identify recurring patterns among online journalists. The content analysis focused on news headlines, revealing three predominant types employed by <em>mStar</em> on <em>TikTok</em>, namely celebrity-focused, intriguing, and emotive headlines. Among these, celebrity-driven headlines are most prevalent, followed by intriguing and emotive ones. While sensational or emotionally charged headlines are effective in increasing audience engagement on <em>TikTok</em>, they pose a challenge to journalistic integrity. Content creators must strike a careful balance between attracting readers and maintaining credibility in the fiercely competitive digital media space. To navigate this, it is crucial to evaluate how audiences perceive the influence of clickbait on the credibility and trustworthiness of journalism in the digital age.</p> Siti Aishah Chu Abdullah, Azza Azreenas Azman Copyright (c) 2025 INTERNATIONAL JOURNAL OF MODERN TRENDS IN SOCIAL SCIENCES (IJMTSS) https://gaexcellence.com/ijmtss/article/view/4843 Wed, 05 Mar 2025 00:00:00 +0800