The impact of different types of social media influencers on university students' achievement motivation: a case study of university students at UTAR Sungai Long campus, Malaysia

Yang, Yang (2024) The impact of different types of social media influencers on university students' achievement motivation: a case study of university students at UTAR Sungai Long campus, Malaysia. Final Year Project, UTAR.

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Abstract

This study employed quantitative research methods within the framework of Social Cognitive Theory, focusing on students at the Sungai Long campus of Universiti Tunku Abdul Rahman in Malaysia to explore the impact of different types of social media influencers on university students’ achievement motivation, attitudes, and behaviours. Utilising multiple-choice questions, Likert scales, and the Achievement Motivation Scale (AMS), this research assessed the influence of different types of social media influencers (academic, career, social, and skill) on students’ values and achievement motivation. The results indicated that career and skill-related social media influencers had the most significant positive impact on students’ career and skill achievement motivation. These influencers significantly enhanced students' motivation in these areas by sharing content related to career development and professional skills. The study underscored the potential role of social media influencers in shaping students' academic and career development, supporting the Social Cognitive Theory view that observational learning and imitation behaviours are crucial in forming an individual's achievement motivation. The findings provide an empirical basis for how higher education institutions can utilise social media platforms to implement educational interventions for university students. Keywords: Social media influencers, achievement motivation, Social Cognitive Theory, Malaysian university students, career achievement, skill development.

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