The Role of Social Influence in Alumni Engagement: Examining Behavioural Intention and Digital Platform Usage

Alumni engagement has become a strategic priority for higher education institutions (HEIs) to strengthen institutional reputation, expand networking opportunities, and enhance financial support. Digital platforms serve as essential tools in fostering alumni connections; however, their effectiveness depends on user adoption and sustained participation. While prior research has extensively examined perceived usefulness (PU) and perceived ease of use (PEOU) within the Technology Acceptance Model (TAM), the role of social influence in shaping alumni engagement remains underexplored. This study aims to examine the impact of social influence on behavioural intention and actual use of alumni engagement digital platforms. A quantitative research design will be employed, utilizing a structured survey to collect data from alumni of selected private universities in Malaysia. A purposive sampling technique will be used to recruit respondents. The survey instrument, adapted from established TAM-related studies, will measure social influence, behavioural intention, and actual use using a five-point Likert scale. Data will be analysed using Structural Equation Modeling (SEM) via SmartPLS to assess relationships among key constructs. Findings from this study will contribute to the theoretical expansion of TAM by integrating social influence as a key determinant of alumni engagement. Additionally, the study offers practical implications for HEIs, providing insights into how social validation, peer influence, and digital engagement strategies can enhance alumni participation. By leveraging these insights, universities can develop more effective digital engagement strategies, fostering long-term alumni involvement and institutional support.