The influence of media literacy on social change values among consumers in Sarawak.

Consumers play a vital role in the growth of enterprises and economic development. There are ample studies on the influence of media literacy on social change values among consumers but not many studies have focused on consumers in Sarawak. The Sarawak geographical and business environment makes it exciting for the researcher to explore more on this relationship. The main purpose of this research is to study the influence of media literacy on social change values among consumers in Sarawak. The variables in this research are media literacy, as the independent variable and social change values, as the dependent variable. There were 55 random sample respondents chosen who were all residing in Kuching, Sarawak and had participated in this survey. A Statistical Package for Social Science (SPSS) version 22 software was used to analyse the data collected from respondents. The descriptive analysis on the data showed that there was a positive and significant relationship between media literacy and social change values among consumers in Sarawak; thus, supporting the research objectives of this study. The researcher also discussed areas for future research in this study.