Critical Factors Affecting Higher Education Institution In Shah Alam Students’ Engagement In Social Media

Abstract

Social media platform helps people to connect with family, friends, sharing ideas, increase awareness, know about current issues and many more. Besides that, it has been very helpful in terms of a convenient source of information, learn new market trends and demands. Social media usage is one of the most common activities among children, teenagers and adults nowadays. What are the reasons behind the social media that can affect students’ engagement? The goal of making this research is to identify the impact of peer influence, entertainment, informativeness and addiction towards students’ engagement in social media. The purpose of this study is to investigate the critical factors affecting Higher Education Institution in Shah Alam students’ engagement in social media. Our target population estimated around 200 Higher Education Institution in Shah Alam students. The sampling strategy will be distributed an online survey to the students. The study is carried forward by involving few relevant theories as part of reference namely Social Media Platforms Theory, Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB). Theoretical framework consisting four independent variables and a dependent variable, those independent variables are peer influence, entertainment, informativeness and addiction. This research will result in which factors that most affecting students’ engagement in social media. One of the limitations that we have found is to distributing the surveys to the students. It is difficult for us due to the pandemic as we could not distribute the questionnaire to the students face-to-face and because of that we could not prevent from getting incomplete survey submitted to us.