Assessing the impact of TikTok-based promotions on students’ participation in outdoor activities at Malaysian public university

The COVID-19 pandemic has significantly altered student lifestyles, underscoring the importance of digital platforms in promoting 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 focuses on three TikTok engagement variables: identity, sharing, and reputation as constructs of students’ participation in outdoor activities. A quantitative method was used, consisting of a structured questionnaire distributed to 74 sports students. Data were analyzed using SPSS version 29.0 to conduct the 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 multiple linear regression 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 that may effectively promote outdoor activities, especially through reputable content and influencer credibility. The study offers practical guidance for universities and sports organizations on utilizing TikTok as a strategic platform to promote physical activity and enhance student well-being.