The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying…

Soft skills have become a critical factor in enhancing individual employability. A deeper understanding of the specific soft skills valued by employers in various types of enterprises enables higher education institutions to more precisely cultivate these qualities in students. This study focuses on 15 essential soft skill indicators categorized…