Examining Social Influence in Alumni Engagement:

A Pilot Study on Behavioural Intention and Digital Platform Usage

Abstract

Engaging alumni has become a strategic focus for higher education institutions (HEIs) aiming to enhance their reputation, strengthen professional networks, and increase financial contributions. Digital platforms play a crucial role in facilitating alumni interaction; however, their success depends on how readily users adopt and consistently use these tools. Although the Technology Acceptance Model (TAM) has frequently been applied to examine perceived usefulness (PU) and perceived ease of use (PEOU), the influence of social factors on alumni engagement remains insufficiently explored. This study aims to assess how social influence affects both the behavioural intention to use and the actual use of alumni engagement platforms. A quantitative approach will be adopted, employing a structured survey targeting alumni from selected private universities in Malaysia. Participants will be selected using purposive sampling. The survey, adapted from validated TAM-related instruments, will utilize a five-point Likert scale to measure constructs including social influence, behavioural intention, and actual usage. Data will be analysed through SPSS (Statistical Package of Social Science) to examine the relationships among the variables. The results of this research are expected to contribute to the theoretical development of TAM by incorporating social influence as a significant predictor of digital engagement. In addition, the findings will offer practical guidance for HEIs especially to UiTM on influencing social dynamics such as peer encouragement and social validation to enhance alumni involvement. These insights will support the design of more effective digital strategies to cultivate enduring alumni relationships and institutional loyalty.

Keywords: Engaging Alumni, Social Influence, Behavioral Intention, Digital Platforms, Technology Acceptance Model (TAM), Higher Education Institution