The Importance of Social Media Content in Influencing Event Participation among Private University Students in The Klang Valley

Abstract

This study investigates the importance of social media content in influencing event participation among private university students in the Klang Valley, Malaysia. A quantitative research approach was employed to examine the relationship between social media content and students' participation in events. Data were collected through a structured questionnaire administered to 387 private university students in the Klang Valley. The collected data were analyzed using IBM SPSS Statistics Version 29. The findings reveal that social media content has a significant positive influence on event participation among private university students. Among the variables examined, social media content emerged as the strongest predictor of students' intention to participate in events, highlighting its crucial role in promoting and encouraging event engagement. These findings suggest that well-designed, relevant, and engaging social media content can effectively enhance students' interest in and attendance at events. This study contributes to the growing body of knowledge on social media marketing and provides practical insights for event organizers, higher education institutions, and marketers in developing more effective social media content strategies to increase event participation. The findings also serve as a valuable reference for future researchers investigating digital marketing and consumer engagement in the higher education context.