Assessing The Impact of TikTok-Based Promotions on Students’ Participation in Outdoor Activities at Malaysian Public University
Keywords:
Malaysian Public University, Outdoor Activities, Students Participation, TikTok PromotionAbstract
The COVID-19 pandemic has significantly changed student lifestyles, emphasizing the importance of digital platforms for encouraging health and physical activity. This research examines the effectiveness of TikTok-based promotion in influencing student participation in outdoor activities at Universiti Teknologi MARA (UiTM) Shah Alam. The research focused on three TikTok engagement variables: identity, sharing, and reputation as constructs of students’ participation in outdoor activities. A quantitative method was used, consisting of structured questions distributed to 74 sports students. Data were analyzed using SPSS version 29.0 for multiple regression analysis. Results indicated that reputation had the strongest positive contribution to students’ participation (β = 0.557, p < 0.05), followed by identity (β = 0.217, p < 0.05), while sharing had a smaller and insignificant effect (β = 0.129, p > 0.05). The overall model was statistically significant (F(3,75) = 40.823, p < 0.05), explaining 62% of the variance in students participating in outdoor activities(R² = 0.620). These findings confirm that TikTok is one of the social media platforms effectively promoting outdoor activities, especially through reputable content and influencer credibility. The study provides practical suggestions for universities and sports organizations on how to use TikTok as a strategic platform to encourage physical activities and enhance student well-being.
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Copyright (c) 2026 Mohamad Khairul Aiman Mohamad Zahir , Muhammad Faizal Kutip, Muhammad Farid Hilmi Aidit, Adam Afif Mohamad Azmi, Mohd Azharul Azemi, Muhammad Zakwan Rusydi Suhaimi
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