Malaysian dangdut: a social media engagement perspective

This research aims to analyze consumer engagement with dangdut music in Malaysia through social media platforms, particularly TikTok and YouTube. Amelina sees dangdut as no longer significant in the local market. I argue that the existence of social media platforms proves that the dangdut genre is still relevant and significant through active user engagement. Therefore, the objective of this research will focus to identify the way of dangdut is being promoted in Malaysia nowadays, analyze the relevance of using social media as a platform to expose dangdut in Malaysia and justify social media engagement influence trend creation through dangdut music in Malaysia. This study uses a qualitative approach based on secondary data analysis with the application of the theoretical framework of Customer Engagement by Brodie et al. (2011), with a specific focus on the behavioral dimension. Data was obtained from dangdut content on TikTok and YouTube between 2018 and 2025, covering songs that recorded high interaction rates such as Goyang Upin Ipin, Angkat, and Semakin Rindu Semakin Asyik. Findings showed that content that featured modern elements, dance challenges, and remixes, received significant responses from social media users. Overall, this study proves that although dangdut is no longer dominant in traditional media, its presence on social media remains significant and continues to grow through the active engagement of social media users. This study thus contributes to a deeper understanding of the continuity of traditional music genres in the era of digital culture in Malaysia.