Like, Comment, Share, and View: Interpersonal Communication and Engagement in Social Media Environment Among Malaysians

Jamilah Ahmad ()
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Jamilah Ahmad: Universiti Sains Malaysia

A chapter in Competitiveness and Sustainability in the Digitization Era, 2025, pp 173-183 from Springer

Abstract: Abstract Social media has fundamentally reshaped interpersonal communication, transforming how individuals interact and seek information in an increasingly digital society. This study investigates the behavioural patterns of social media usage among Malaysians, emphasizing interpersonal communication through the lens of the Uses and Gratifications Theory. Using data from 406 respondents collected via an online national survey, the research identifies four key engagement behaviours—liking, commenting, sharing, and viewing—that define Malaysian social media culture. Notably, the study introduces the concept of “non-click” behaviour, where users engage passively with content without leaving explicit digital traces. This nuanced behaviour, often overlooked in social media research, has significant implications for understanding online engagement's social and psychological dimensions. The findings contribute to the growing discourse on digital communication by offering valuable insights into the motivations and hidden dynamics underlying Malaysian social media interactions.

Keywords: Interpersonal communication; Social media; Uses and gratifications theory (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-91778-3_8

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DOI: 10.1007/978-3-031-91778-3_8

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