Sample Quantitative Research

TAYLOR’S UNIVERSITY
FACULTY OF SOCIAL SCIENCES AND LEISURE MANAGEMENT

Bachelor of International Tourism Management (Hons.) (Events Management)
Research Project
Intention to Attend Music Festivals in Malaysia
Presented by
Wong Jie Ying (0334678)

Teresa Tan Khai Yee (0335046)
Fathimath Hamsau Ahmed (0334395)
Sudo Moe (0332778)
Michelle Chung Ann Qi (0334830)
12th June 2020 Under the direction of

Ms. Joann Lim Phaik Sim
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This is a flyleaf, please leave this page empty
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TAYLOR’S UNIVERSITY
FACULTY OF SOCIAL SCIENCES AND LEISURE MANAGEMENT
Research Project
Presented by

Sudo Moe (0332778)
12th June 2020 Under the direction of

Ms. Joann Lim Phaik Sim
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Checklist of Required Documents
Please tick () to indicate the documents that are included with your research project
 Cover Page. Printed on hard cover paper

 Turnitin Report. Before the flyleaf, after the cover page.
 Flyleaf. A blank page for reader to write notes or comments if necessary
 Title Page. Similar to cover page, but printed on A4 paper
 Statement of Originality
 Statement of Tutor’s Role and Student’s Role
 Discussion Log: Student- Tutor
 Acknowledgements
 Summary of the Table of Contents.
 Abstract in English
 Bibliography.
 List of Tables and List of Diagrams. .
 Annexes.
 Table of Contents.
We have ensured that the required documents/forms are completed and are attached to our
research project.
Signature: Valarie Date: 12th July 2020

Teresa
Hamsau
Moe
Michelle
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Statement of Originality
Candidate Names and Student Numbers:

Sudo Moe (0332778)
Program:
Research Title:
We certify that this research project and the research to which it refers, are the products of our
own work, and that any idea or quotation from the work of other people, published or otherwise,
are fully acknowledged in accordance with the standard academic convention. All data used in
this research project is obtained via legal sources.
We also certify that the research work done in this research project has not been published or
submitted for any other programme or degree in any other universities.

Teresa
Hamsau
Moe
Michelle
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Statement of Tutor’s and Students Role
Tutor’s Name: Ms. Joann Lim Phaik Sim
Candidate Names and Student Numbers:

Sudo Moe (0332778)
Research Title: Intention to Attend Music Festivals in Malaysia
Role of the tutor

The tutor will undertake the following duties:
a. To provide scientific guidance for the students’ research;
b. To provide consultation hours (Min 1 hour/ week) that is agreeable for students;
c. To meet with the student via face to face or email discussion pertaining to literature review;
choices of research questions; research methodology; model of analysis; table of content
and bibliography;
d. To read draft of research and to comment upon the students’ progression;
e. To alert module lecturer on weak students’ performance;
f. To assist in poster presentation and oral presentation sessions;
g. To comment on students’ performance during Board of Examiners’ meeting.
Signature: Date: 12th July 2020
Role of the students

The student will undertake the following duties:
a. To perform preliminary reading on academic literature related to topic chosen;
b. To draft table of content outlining logic of development in chosen topic;
c. To select research questions based on literature reviewed;
d. To propose research methodology to answer research questions;
e. To create research tool to collect primary data;
f. To draft data processing plan and model of analysis;
g. To attend meetings with tutor
h. To consult tutor’s opinion at least 6 times in final year.

Teresa
Hamsau
Moe
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Michelle
STUDENTS-TUTOR
DISCUSSION LOG

STUDENTS’ NAMES
AND STUDENT
NUMBERS Sudo Moe (0332778)
TOPIC Intention to Attend Music Festivals in Malaysia
PART 1- THEORETICAL FRAMEWORK
TOPIC AND TABLE OF CONTENTS

Date Remarks Signatures:
Students/Tutor
24/2/20 - Initial topic of our research project “Social Media Influencer in
7/5/20 Music Festival Marketing”
13/5/20 - DV “Music Festival Marketing”, IV “Followers, Likes,
Comments, Shares, Videos, Images, Captions, Views,
Influencer Status”
- Indicate hypotheses in the framework by using “H1, H2, H3”
- Topic of research was amended to “Social Media Influence on
Music Festival Attendance”**
- The research topic and its DV are too broad, amendments
required: “The Impact of Instagram on Attending Music
Festivals in Malaysia”**
- Don’t come up with own IVs, use IVs that have been
researched previously by experts to influence the DV
- Number of hypotheses changed to 3 main hypotheses
- Amended research topic to “Intention to Attend Music Festivals
in Malaysia”
- IVs “Perceived Behavioural Control, Attitudes and Social
Norms”
QUALITY OF LITERATURE REVIEW AND RESEARCH

QUESTIONS IDENTIFIED
Students/Tutor
24/4/20 - Most articles collected were qualitative -- Advised to search for
articles that conducted quantitative research
- Encouraged to still use qualitative research based articles to
strengthen part 1 and literature review -- Use the references in
those articles to support the findings after analysis
- Use existing hypotheses from previous articles and restructure
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them to fit our research topic
- Make necessary changes to hypotheses and research
questions based on the new research topic
DRAFT OF PART 1
Students/Tutor
7/5/20 - Redo the framework and come up with hypotheses that directly
links with the research objectives for our topic
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STUDENTS-TUTOR
DISCUSSION LOG
PART 2- METHODS AND FINDINGS
COLLECTION OF DATA
Students/Tutor
7/5/20 - Construct the draft of the online survey based on our target
6/6/20 demography and the 3 IVs that we are researching about
- Finalized the questions for the online survey
ANALYSIS AND WRITING

Students/Tutor
2/7/20 - Started the analysis and writing for the report once the target
3/7/20 number of survey responses were met
- Switched from using SPSS to Microsoft Excel to analyse the
survey responses and determine the findings of the research
FINAL RESEARCH PROJECT

Students/Tutor
13/7/20 - Submission of final dissertation
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Acknowledgements
This research project paper would not have been possible without the kind support and help of
many individuals. We thank all who in one way or another contributed in the completion of this
research project paper.
First and foremost, we are extremely indebted to Taylor’s University for offering the opportunity
to complete our Bachelor of International Tourism Management (Events Management) (Honours).
Secondly, we are extending our heartfelt thanks to our respected research methods lecturer,
Ms.Ho Kai Hui (Karen) for her sincerity, motivation, as well as vision throughout the semester.
We would like to express our praises and sincere gratitude to the dissertation tutor, Ms.Lim Phaik
Sim (Joann) for her showers of blessings throughout our research and study to complete the
dissertation successfully. It was the great privilege as well as honor to work and study under her
guidance.
Then, we respectfully offer our thanks to our noble parents’, who are also a significant inspiration
for us, for their constant financial as well as moral support.
Last but not least, our thanks and appreciation yet go to five of us (researchers) as well as the
people who have willingly helped us out with their abilities. Any attempt and any level can not be
satisfactorily completed without the support of the people as mentioned above.
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Summary of Table of Contents
Acknowledgements ...................................................................................................................12
Summary of Table of Contents..................................................................................................13
Abstract.....................................................................................................................................15
General Introduction .................................................................................................................16
Part 1 Theoretical Framework ...................................................................................................19
1.1 Definitions of Perceived Behavioral Control, Attitudes and Subjective Norms ..................19
1.2 Literature Review.............................................................................................................20
1.2.1 Intention to attend music festivals .............................................................................20
1.2.2 Attitudes ....................................................................................................................21
1.2.3 Subjective Norms ......................................................................................................22
1.2.4 Perceived behavioral control .....................................................................................23
1.2.5 Social Media Marketing .............................................................................................24
1.3 Theoretical Framework ....................................................................................................25
1.4 Conceptual Framework....................................................................................................27
Part 2 Methods and Findings ....................................................................................................28
2.1 Research Methodology ....................................................................................................28
2.1.1 Key Research Questions...........................................................................................28
2.1.2 Research Design.......................................................................................................28
2.1.3 Research Procedure .................................................................................................29
2.1.4 Sampling Methods ....................................................................................................30
2.1.5 Research Instruments ...............................................................................................30
2.1.6 Statistical Methods ....................................................................................................31
2.2 Methods and Findings .....................................................................................................33
2.2.1 Introduction ...............................................................................................................33
2.2.2 Respondent’s Characteristic .....................................................................................33
2.2.3 Descriptive Statistics .................................................................................................36
2.2.4 Reliability ..................................................................................................................40
2.2.5 Correlation ................................................................................................................41
2.2.6 Hypothesis Testing....................................................................................................44
2.2.7 Recommendations ....................................................................................................45
General Conclusion ..................................................................................................................47
Bibliography ..............................................................................................................................49
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List of Tables ............................................................................................................................52
List of Diagrams ........................................................................................................................52
Annexes ....................................................................................................................................53
Table of Contents......................................................................................................................61
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Abstract
This study seeks to provide insight into the intention of people attending music festivals in
Malaysia. As the era unfolded, the method of marketing an event is changing along with time. The
popularity of social media has grown and become the latest trend to be used by the event
organisers while promoting an event. Among all the social media platforms, this study focuses on
Instagram and aims to identify the factors that influence Instagram users’ intentions to attend
music festivals in Malaysia. In addition, this study also researches on the factors that help increase
the awareness of upcoming events that lead to Instagram users’ intention to attend music festivals
in Malaysia. According to the findings of the research, the intention of people attending music
festivals in Malaysia is influenced by Perceived Behavioural Control, Attitudes and Subjective
Norms. This study indicates that Instagram has a positive impact on the intention to attend music
festivals in Malaysia.
Keywords Music festivals, Instagram, Event Marketing, Social Media Marketing,

Perceived Behavioral Control, Attitudes, Subjective Norms, Intention
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General Introduction
Theme of research
With the events industry growing exponentially as of the last decade, we see how music festivals
play a very big role in a country’s economic growth. The rapid evolution of social media as a
means of communication has increasingly made it easier for event marketers to reach and
promote their events to their potential target markets in the millions at a time. Social media has
drastically changed the way the modern world interacts, making online communication the fastest
growing medium of social interaction (Qualman, 2009). Today, the impact that social media as an
event marketing tool has been recognized as a fundamental part of event planning that all event
managers are expected to monitor when preparing their marketing plans (Lee et al., 2012).
Field of Study
While a lot of marketers still rely on traditional marketing methods, many event marketers are
transitioning and adapting to new forms of marketing such as through social media. This is
because they are coming to realize social media as a whole new form of advertising with greater
potential to reach a wider audience than traditional marketing methods. Traditional marketing
includes television, billboard, radio advertising as well as face-to-face advertising methods such
as through corporate fairs (Fill, 2005). Professional event marketing businesses can produce fairly
fast results by implementing traditional marketing methods over time, however, the nature of
social media marketing proves to achieve instant results. Therefore, great importance must be
given to understanding the necessary marketing strategies through social media to take full
advantage of keeping people aware of new events (Chan, 2019).
Topic of Research
Looking at Instagram as the main social media channel of communication between music festival
marketers and their target audiences, this research aims to study the factors that affect potential
event-goers’ intentions to attend music festivals in Malaysia as well as investigating their level of
awareness of such festivals that are being held in the country. Malaysia is known to host world-
renowned music festivals annually. One such event is the Rainforest World Music Festival held
in Kuching, Sarawak.
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Interest and Importance of the Topic
The interest in this research stems from the growing popularity of social media as more efficient
event marketing tools when analysing intentions of potential audiences with regards to attending
events. Focusing primarily on Instagram as the medium, the importance of this research lies in
the effect that the social media platform has on Malaysia’s event industry as a good marketing
tool in the context of influencing audience intentions to attend events in the country. Taking this
into consideration means that the events industry has the potential to tap into a bigger market as
the popularity of social media keeps growing especially among the younger generation who are
more likely to attend music festivals which is the main subject matter being examined.
Research Objectives
RO1. To identify factors that influence Instagram users’ intentions to attend music festivals
in Malaysia
RO2. To investigate factors that increase Instagram users’ awareness of music festivals
organised in Malaysia
Research Questions
RQ1. What are the factors that influence Instagram users’ intentions to attend music festivals
in Malaysia?
RQ2. What are the factors that increased Instagram users’ awareness of music festivals in
Malaysia?
Research Methodology
For this study, a quantitative method was chosen and applied in attaining results. For the
collection of data, a structured online survey was used as the main research instrument. A five-
point Likert Scale was required and utilised in order to express the answers to the research
questions of this study. A detailed publication by Harb et al. (2019) showed identical focuses of
attention were used to measure and analyze event fans’ intentions to attend events. Therefore,
proven by Harb et al. (2019), the ordinal scale which was used in this research was appropriate
to measure the intensity of event-goers’ intentions to attend music festivals in Malaysia. The
structured questions were distributed to 401 random online participants.
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Structure Plan of Research
Focusing on event-goers’ intentions on attending music festivals in Malaysia, this study is divided
into three main sections. The study begins with a general introduction of the topic of research.
Under this, the literature review covers different event-goer intentions as well as their awareness
of music festivals that lead to having intentions to attend them. In order to validate the research
question, the relevance of Instagram’s impact on event-goers’ intention to attend music festivals
is discussed and applied in this study.
The second part of the study will consist of the research methodology which is collecting and
analysing all the data. In this research, a quantitative method in the form of an online survey was
administered in order to collect the primary data. After obtaining 401 responses, Microsoft Excel
was used in order to analyse the data. Lastly, a detailed conclusion and recommendations is
provided regarding the entire research study.
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Part 1 Theoretical Framework
1.1 Definitions of Perceived Behavioral Control, Attitudes and Subjective Norms
Attitude
Attitude is the combination of people's thoughts, feelings, emotions, and beliefs about a particular
object, person, or thing (Steven and Kendra, 2020). In psychology, the attitude has three
components which are cognitive component, affective component, and behavioral component
(Steven & Kendra, 2020). Cognitive component mends a person’s thoughts and beliefs about the
subject, Affective component is how the object, person, or issues make the person feel and the
Behavioral component is how the attitude influences the person's behavior (The Theory of
Planned Behavior, 2019). People will have a different point of view either negative or positive, It
also comes to the attitude side. People are holding an attitude towards everything, in the Theory
of Planned Behavior mention the attitude refers to a person’s positive or negative thoughts of the
performance of the behavior (Ajzen, 1985). Two main components can be used to know the
person’s attitude that is mentioned in the model of the Theory of Planned Behaviour which is the
experiential attitude and instrumental attitude. The experiential attitude is the feeling about the
behavior and the Instrumental attitude is the behavioral beliefs. Behavior beliefs are the ones that
will produce either a negative or positive outcome and experience (Ajzen,1985) and the person
will feel the outcome and experience. Also, it basically links the behavior of interest to the
expected outcomes and experiences. This is related to how a person thinks and feels about the
behavior either negative or positive and they are influenced by what they think will happen as an
outcome of performing the behavioral beliefs. An attitude is someone's positive or negative
thoughts about the behavior and they are influenced by what they think will happen as a result of
performing the behavioral beliefs.
Subjective Norm
The subjective norm basically is a social pressure that you feel from others on the individual to
either perform or not to perform the behavior (Ajzen, 1991). It is a belief about whether your
friends, families, colleagues agree or disagree with the behavior will it affect the person’s decision
making (Wayne, 2019). According to Rivis and Sheeran (2003) subjective norms are determined
by beliefs about what others want and expect. The subjective norm can be predicted by two
components which are the nominative beliefs and motivation to comply. The normative beliefs are
about the other's point of view, which means others expect the person to do. The second
component of motivation to comply is either the person gets motivated or unmotivated (Ajzen,
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2002). For example, the person gets motivated but the person is not motivated to comply with
that then it will not influence the person’s behavior. According to (Rivis & Sheeran, 2003) he or
she will either get the positive subjective norm or negative subjective norm from the peers which
will affect their motivation to comply with it if they agree with the peers. For example, when the
person is still considering which product is more suitable and the peers give a suggestion the
person might be influenced and change the behavior (Ajzen, 1991).
Perceived Behavioral Control

Perceived behavioral control refers to people’s perception of the ease or difficulty of performing
the behavior of interest (Ajzen, 1991). A person will believe in themselves the things will be done
even those as a professional side feels it’s hard to be done.
Perceived Behavioral Control is similar to self-efficiency, including two of the components which
are the control beliefs and control frequency. The control beliefs are what the degree of personal
control the individual perceives he or she has over the behavior in question (Ajzen, 2002). Besides
the control frequency in the perceived behavioral control is about how often the barriers occur
(TPB Ajzen, 1991). For example, a person will determine the outcome based on his or her
behavior even though it might have a lot of barriers. According to (Atkinson, 1964) how often the
barriers occur is the control frequency. He or she will not be affected by the control frequency,
people will believe in themself based on their experience even the barriers often occur. Thus, the
control frequency and control beliefs are the main elements in the perceived behavioral control.
The control beliefs will decide the intention and behavior besides the control factors that will not.
1.2 Literature Review
1.2.1 Intention to attend music festivals
The popularity of music festivals are getting bigger than ever with the growth of social media. The
growing presence of social media opens up unexpected new perspectives in the area of
experience and co-creation (Bryce, 2001; Nimrod and Adoni, 2012) applicable to the event sector,
and it is actual used increasingly in music festivals to enhance the leisure experiences (Soraluze
& Blanco, 2014). “In fact, 92% of the people that attended a European music festival in 2013 used
Facebook, followed by Youtube 71%, Twitter 33%, Instagram 32%, and Google Plus 20%” (EFA
& CGA, 2014). This result shows the evolution of the way people participate in festivals and the
changing expectations of music events (Soraluze & Blanco, 2014). This transformation requires
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event organizers to continually reinvent the festival to achieve the attendee reactions they desire
(Soraluze & Blanco, 2014). Therefore, event organisers intend to organise an event that offers
attendees a satisfying experience with participation, emotional bonds and interactivity.
According to Crompton and McKat (1997), there are three main reasons that people attend music
festivals which are the event offering, the relationship between motivation and satisfaction and
seeking and escaping. Early studies regarding events referred to “the motivations for event
attendance in relation to the benefits a customer will gain attending the event” (Tucker, 2018).
Milohnic et al. (2016, p. 207) mentioned that “attendees expect the fulfilment of certain needs;
they expect benefits”. This can lead to participation in the activity as consumers are willing to
benefit from attending the event. Therefore, it is important to judge expectations and their motives.
Moreover, the experiences obtained at music festivals comes after the motivation to attend and it
brings satisfaction (Tucker, 2018). In order to recognise the needs of the attendee, it is necessary
to correlate the satisfaction gained from experience (Getz, 2005; Tucker, 2018). In addition,
Thrane (2002) discovered that overall satisfaction positively impacted the individual intent of
recommending the event to others or revisiting the festival for themselves. However, it may
influence individual decisions not to attend an event, as it is not motivational anymore once the
need is satisfied (Mullins, 2016). Furthermore, seeking and escaping are also key factors to
motivate people to attend events by the idea that they will be able to get out of the struggle in their
daily lives by attending the festival (Tucker, 2018).
1.2.2 Attitudes
Attitude refers to a person’s positive or negative feelings about the behavior, and also refers to
the attitude formed by the individual’s evaluation of this specific behavior after being
conceptualized, so the components of the attitude are often regarded as the result of the behavior.
According Ajzen (2005，2012a), while a person got a piece of information with appositive feeling
at the beginning, he or she will have a good impression and conceptualize and formed a good
evaluation on the brand or events (Lavin & Groarke, 2005) likewise the negative feeling will also
have a series of negative concept bring out an extremely bad outcome.
According to the study, attitude is the main concept of the Theory Planned behavior but several
researchers such as Bagozzi (2003) disagree with the attitude that mention in the theory planned
behavior and the reason is the attitude that t use to predict the behavior is to focus on emotions
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component and ignore its instrumental component. Furthermore the researcher regarding
Bagozzi（2003）discusses whether they might have internal or external factors that could
change the first feeling. For example, in the research the researcher should find out how to create
a better content posted in Instagram to make sure before the events goers look through the events
official website was in a bad feeling after a look through the marketing content might change their
feeling which can change their attitude on evaluation of the outcome.
1.2.3 Subjective Norms
According to Hobbs (2016), “subjective norms are injunctive (e.g. do others encourage behavior?)
and descriptive (e.g are friends/family participating in behavior as well?) norms”. In addition,
these are determined by the total belief of individuals that they believe certain individuals or
groups need to take action, and their motivation to comply with those particular individuals or
groups (Ajzen & Fishbein, 1980). For example Kim et al., (2015) researched “whether normative
perceptions based on the TRA and SNA predict individuals’ intentions to interact with page Like
Ads on Facebook”, and they stated the impact of interpersonal relationships in the context of ads
like Facebook pages is the extent to which an individual believes that significant others (eg. family
and friends) need to interact with ads like Facebook pages refers to (Kim et al., 2015). Moreover,
the effects of interpersonal relationships have been found to influence the subjective criteria of
individuals purchasing products online (George, 2004; Lin, 2007) and adopting new brands (Ryan,
1982). The result of this research shows that attitudes towards interacting with page-like
advertisements, personal descriptive norms and subjective norms were positively related to the
personal intent to interact with Facebook page-like advertisements (Kim et al., 2015).
Furthermore, it was founded that subjective norms are a stronger predictor than attitudes toward
the behavior (Kim et al., 2015). This result shows that personal interactions with ads like Facebook
pages can be considered normatively controlled behavior.
On the other hand, Liew et al., (2016) discovered that since Facebook is more complicated
exposing, mainly the public from Klang Valley feel Instagram is more purposeful than Facebook.
Regarding subjective norms, opinions and recommendations from relatives, application reviewers
and colleagues can have a significant impact on the intentions of the public in Malaysia who use
Instagram (Liew et al., 2016). Relatives and colleagues are not part of a direct family, but they are
likely to be the basis for purchasing decisions, not business communication (Akar & Topcu, 2011;
Liew et al., 2016). For these reasons, subjective norms towards the Use of social media,
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especially Instagram, influences people’s intention and decision-making to purchase using social
media.
1.2.4 Perceived behavioral control
Perceived behavioral control is the predicted control over the behaviors that describe a person’s
perception of the ease or difficulty of performing a certain behavior of interest (Ajzen, 2012; Ajzen,
2005). The persons’ intention in the perceived behavioral control will be affected either by the
control factors or control frequency (Ajzen, 2005).
According to the research, some of the researchers feel that the perceived behavioral control will
be affected by external factors such as time and resources but regarding to Ajzen (2012) he
disagrees and proved that the person's intention to agree or complete a task is based on the
control beliefs. A person that is not affected by the control frequency means whether it has been
tested several times before or others told that it cannot be done in a short period of time. The
person who works on the task still has the confidence and believes the task will be complete in a
short period of time (Ajzen, 1991). The idea is that if a person strongly believes the task will be
done it will be done. These behaviors can either be affected by the past experience or others
experience (Sheeran & Orbell, 1999). Likewise if the past experience shows that it cannot be
done in a short period of time, even given more time to complete a task, it will also have the beliefs
behavior to beliefs it will not be done on time (Sheeran & Orbell, 1999).
To predict the events-goers intention to attend the music festivals one can refer to the users’
social media accounts which the marketer can use to quickly find out whether he or she is the
target group. In addition, the person who has the intention to attend the music festivals might or
might not be affected by the control frequency and the control behavior. If it was affected by the
control beliefs, the events-goers will be likely to compare what others’ past experiences and
personal past experiences are to make a decision and produce intention. The people will combine
their past experience with behavior as an important source for behavioral control (Bandura, 1986).
According to the research done on the tourism sectors (Bamberg et al., 2003) they support the
control beliefs which the past experience will affect the person’s intention. Thus, it also has a
limitation on the perceived behavioral control which the past experience cannot replace the
behavior, the behavior of the person can be changed at any time without considering the past
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experience. It is not easy to predict the intention of the audience because the control beliefs are
only temporary stable and can be changed.
According to the study, attitude is the main concept of the Theory Planned behavior but several
researchers such as Bagozzi (2003) disagree with the attitude that mention in the theory planned
behavior and the reason is the attitude that use to predict the behavior is to focus on emotions
component and ignore its instrumental component. Furthermore, the researcher regarding
Bagozzi (2003) discusses whether internal or external factors could change the first feeling. For
example, in the research the researcher should find out how to create a better content posted in
Instagram to make sure before the events-goers look through the events official website was in a
bad feeling after a look through the marketing content might change their feeling which can
change their attitude on evaluation of the outcome.
1.2.5 Social Media Marketing
In this era, Social Media has become one of the most important marketing tools to promote and
market their events. According to the research, firms or organizations use social media to promote
their products or events. It will be easier to engage with the audience, cost-effective for marketing
and be easier to be aware of in the marketplace (Dietrich et al., 2019).
A number of studies have been conducted and found out the use of the mobile phone with social
media constituting a large part of Generation Y and Z daily lives (Ozkan & Solmaz, 2015). It has
already been a big part of the young people‘s lives and become a great extend on their social life
(Ozkan & Solmaz, 2015) which they can engage in the social media at a different level of
commitment such as create the content, share their experience on the online communities
(Beheshti & Large, 2013). According to Schmidt (2018), Gen X and baby boomers average spend
more time on social media than Generation Y and Z. Besides, the study also proved that social
media have provided more convenience for people to receive the products or events information
and buy the ticket directly on the platform (Sawyer, 2018).
According to Schmidt (2018), the study proved that the organization using social media as their
communication process will impact the customer's experience and engaging level. While the
organization has a clear and interactive program that is used to interact with the customers it will
fulfill the customer's satisfaction and increase their sales (Rocha et al., 2019).
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Furthermore, it has also been found that by using social media as marketing tools it will be easier
and fast to deliver the events information to the target group. According to the study of “eWOM”,
it shows that the e- word of mouth has become one of the tools that impact the consumer purchase
intention (Busalim et al., 2018). For example, people can get information from others who have
joined the past year's events through the “eWom” communication and decide whether to attend
or not to attend the events (Yusuf, 2018).
Social media include Instagram, Facebook, LinkedIn, and Twitter. Instagram as one of the social
media platforms which launched in the year 2010 it has more than 100 million active user growth
in a short period of time (Egan, 2015; Goor, 2012; Thomas and Akdere, 2013). According to the
result shows that the popularity of Instagram users mostly are young age group (Ting, 2016)
which the music festival held in Malaysia the events marketers can use Instagram as their
marketing tools to market the events. The more followers follow the event's or firm‘s Instagram
the higher opportunity that the firm related information, photos will be posted and shared on their
profile and discussed by the peers (Goor, 2012). According to (Egan, 2015), the photo-sharing
application provides a visual connection between the brand, firm and organization.
Additionally, social media have become a trending marketing tool in this era, several studies have
shown that the usage of social media is not only for the young age group which also include the
Generation X and baby boomers. Besides, the PR and media content that is used on the social
media platform will affect the interaction, relationship between the potential consumers and the
organizers. A marketers should have a strong confidence to select the right social media platform
as marketing tools because it will affect the outcome.
1.3 Theoretical Framework
Theory of planned behaviour (TPB)

The theory of planned behaviour (TPB) is an extension of the theory of reasoned action (Ajzen &
Fishbein, 1980; Fishbein & Ajzen, 1975). It is one of the most preeminent models to predict and
describe human behaviours (Ajzen, 1988). TPB reveals that the intention to perform a behavior
is based on perceived behavioral control, subjective norm and attitude (Ting et al., 2017). These
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three factors decide the strength of an individual’s intentions against a behavior, and its
importance depends on situations and behaviors (Ajzen, 1991). Therefore, it will be used to
understand and explain behavior of Malaysians regarding the intention to attend music festivals
in Malaysia.
In previous studies, it shows that TPB has been used in many researches to understand the
psychosocial variables that predict the use of social media as a marketing tool to read posts,
share information, watch videos about events, and participate in events (Alakaleek et al., 2019).
For example, Alakaleek et al., (2019) applied TPB to prove people’s decision-making process to
attend events by event marketing using social media. It helps a better understanding of logical
decision-making processes as well as the social factors that influence behavioral intent and the
process of forming intent (Alakaleek et al., 2019). In addition, “Perceived enjoyment was effective
in forming positive attitudes towards events’ social media pages” (Alakaleek et al., 2019). This
emphasises the necessity of providing contents and information in a fun and user-friendly way.
Moreover, Cunningham & Kwon (2003) applied TPB to study intentions to attend sporting events.
They discovered that perceived behavioral control, subjective norms and attitude were all
significantly positively associated with intentions to participate in sporting events (Hobbs, 2016).
To sum up, TPB can be used to predict people’s decision-making to attend events towards social
media. It justifies the applying TPB as a theoretical framework for research intention to attend
events because the main three factors which are subjective norms, attitude and perceived
behavioral control are positively related to behavioral intent influenced by social media. However,
adoption of TPB to understand the Instagram user’s intention to attend music festivals in Malaysia
is still new and needs some more research. Therefore, this research will be based on this theory
to investigate intention to attend music festivals in Malaysia.
26
1.4 Conceptual Framework
Figure 1: Conceptual Framework
By applying TPB, it established a conceptual framework to predict how these three variables
which are Perceived Behavioral Control, Subjective Norms and Attitudes affect the intention to
attend music festivals in Malaysia. Therefore, this research will be investigating these hypotheses
following;
H1: Perceived Behavioral Control positively influences Instagram user’s intention to attend
music festivals.
H2: Attitudes positively influence Instagram user’s intention to attend music festivals.
H3: Subjective norms positively increased awareness of Instagram user's intention to attend
music festivals.
27
Part 2 Methods and Findings
2.1 Research Methodology
2.1.1 Key Research Questions
The information of particular social media platforms that help increase awareness of users’
intention to attend music festivals in Malaysia was further enhanced with our questionnaires which
were distributed to the random public to complete this study. 401 were valid responses. The
purpose of this study was to identify factors that influence Instagram users’ intentions to attend
music festivals in Malaysia as well as to investigate factors that increase Instagram users’
awareness of music festivals that are organized in Malaysia.
RQ1. What are the factors that influence Instagram users’ intentions to attend music festivals in
Malaysia?
Malaysia?
2.1.2 Research Design
The knowledge was collected as both primary and secondary data so as to investigate factors
that impact on Instagram users’ intentions to attend music festivals in Malaysia as well as factors
that help increasing awareness of users’ intention to attend music festivals in Malaysia. Also, this
study focuses on Malaysia Klang Valley and this is merely limited to respondents that are in Klang
Valley. Primary data was gathered via a quantitative method; an online questionnaire was
distributed to respondents by using the Google Forms tool. Quantitative descriptive designs are
typically an eclectic but reasonable and well-considered combination of sampling, and data
collection, analysis, also representational techniques.” (Sandelowski, 2000) It proves that the use
of the quantitative method gave a large potential for analysis to be identified and archived to the
research project. Of the respondents that received the link of the questionnaire, 401 submitted a
response. Hence, our findings involved 401 valid responses, which were used for data analysis.
The secondary data was received from already-existing sources of knowledge. This consists of
resources for instance websites, journal articles, and e-books that were adopted for the collection
28
of reliable knowledge on Instagram users’ intentions to attend music festivals in Malaysia for a
major portion of the literature review.
Moreover, the research design was a descriptive study, as the objective for this research was to
determine how an independent variable (Perceived Behavioral Control, Attitude, Subjective
Norms) affects a dependent variable (Intention to attend Music Festivals in Malaysia).
2.1.3 Research Procedure
First off, the researchers wanted to investigate Instagram as the motivational tool for event-goers’
decision making to attend music festivals in Malaysia. However, after the consultation period with
the tutor, she suggested keeping the topic more specific by mentioning the event-goers’ intention
into the title instead of letting the topic be wide. Thus, the research topic now emphasises on a
particular area which is the factors that impact on Instagram users’ intentions to attend music
festivals in Malaysia as well as factors that help increasing awareness of users’ intention to attend
music festivals in Malaysia.
Follow up contains compiling the literature review which involves intention to attend music
festivals, social media marketing etc. Secondary data was only archived from existing resources
for example websites, e-books, and journal articles, publications for accuracy and reliability.
The most relevant research method for this learning based on the research was quantitative
method. Thus, the research questions and literature were considered when the questionnaire was
designed. Online surveys were used for the study and the advantages of it include being cost
efficient, absence of interviewer, flexible of design, also allowing extremely simple and easy
access to large, diverse, geographically disparate, and otherwise it can be complex to access the
samples. Furthermore, online surveys provide reduced social desirability and experimenter
expectancy effects. Thereafter, the questionnaire was distributed to the respondents after
researchers received an approval from the tutor.
Google Forms was the tool that was used to create the online survey. The link to the survey is
attached below.
29
https://docs.google.com/forms/d/193Ota0Zn7IxPegsKlSALwWZt872pAvjjL-wPRO-tmGs/edit
This questionnaire was sent to the public randomly through social media platforms such as
Facebook and Instagram and texting applications such as WhatsApp as well as Messenger from
April to June 2020. After obtaining the sufficient responses from the respondents, the researcher
organised the data and made use of EXCEL software for data analysis for the purpose of
explaining the result systematically in the form of texts, and tables.
Advice and suggestions were given by the researchers after determining the research questions,
as well as analyzing the findings by comparing the previous literature review. Last but not least,
answers to the research questions, contributions, summary of findings, and limitations and
recommendations for future research related to the study were provided together at the general
conclusion about the whole study.
2.1.4 Sampling Methods
Most of the social media platforms such as Facebook, Instagram, Messenger, as well as
WhatsApp were selected as the setting for the study. 401 random public were used as the
significant respondents of the survey. The fact is that various respondents’ had their own
perception and opinion towards the intentions to attend music festivals. These questionnaires
consisted of 5 sections. The first sections were regarding the demography, which is the
respondents’ personal background, as well as the second section are based on the factors that
lead respondents’ intentions to attend music festivals in Malaysia. Following up to the last three
sections regarding our main research which is perceived behavioural control, attitudes, as well as
subjective norms.
2.1.5 Research Instruments
The survey instrument consists of 5 sections with 25 questions and it is designed for each
independent variable in the survey. Section A consists of questions regarding the respondent’s
profile such as their gender, age, and level of employment as well as the level of education. It was
answered on a nominal scale for the questions in section A. Follow up, section B consists of
characteristics of attendees and there were also answers on nominal scale. Section C involves
30
the independent variable which is perceived behavioral control, attitude, and subjective norms, it
features answering on an ordinal scale; which results in better understanding and more
specifically, a 5 point Likert type scale.
The data collection of this study was conducted online and there are a total of 401 respondents
collected from April to June 2020.
2.1.6 Statistical Methods
Hypothesis Independent Dependent Attributes Measurement Statistical

Variable Variable / Scales Methods
Indicators
H1: Perceived Perceived C1 5-points Likert Analysis

Behavioral Control Behavioral C2 Scale of
positively Control C3 Variance
influences C4 1 = strongly
Instagram user’s C5 disagree
intention to attend 5 = strongly
music festivals. agree
Intention to Multiple
attend choice
music questions
festivals in
Malaysia
H2: Attitudes Attitudes D1 5-points Likert Analysis

positively influence D2 Scale of
Instagram user’s D3 Variance
intention to attend D4 1 = strongly
music festivals. D5 disagree
5 = strongly
agree
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attend choice
music questions
festivals in
Malaysia
H3: Subjective Subjective E1 5-points Likert Analysis

norms positively Norms E2 Scale of
increased E3 Variance
awareness of E4 1 = strongly
Instagram users’ E5 disagree
intention to attend 5 = strongly
music festivals. agree
attend choice
music questions
festivals in
Malaysia
Table 1: Statistical Method
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2.2 Methods and Findings
2.2.1 Introduction
There were 401 survey questionnaires that had been shared through online and were successfully
collected. Microsoft Excel has been utilized to analyze the responses of the survey questionnaire
through frequency analysis, descriptive analysis, reliability analysis and correlation to explain the
result statistically in the form of texts and tables. The results of the finding is significant as it
collects information from the target respondents on the theme and topic of research. Current
trends which are prevalent can be focused and concluded through the results of finding and thus
giving recommendations based on the present pattern.
2.2.2 Respondent’s Characteristic
Among the 401 responses collected, all of them were completed responses. Therefore, the data
is analyzed by the 401 responses. The data demonstrated the demographic profile and is
explained in the form of texts, statistics and percentages that are shown below.
Demographic
Category Frequency (n=401) Percentage (%)
Gender Male 156 38.9

Female 245 61.1
Age Less than 20 years old 83 20.7

21-30 years old 255 63.6
31-40 years old 35 8.7
41-50 years old 23 5.7
50 years old and above 5 1.2
Nationality Malaysian 335 83.5

Non-Malaysian 66 16.5
33
Level of Education Secondary School or Below 59 14.7
Diploma 105 26.2
Degree 201 50.1
Master or PhD 28 7
Others 8 2
Occupation Student/Intern 271 67.6

Government Staff 26 6.5
Private Organisation Employee 61 15.2
Professionals/Business Owner 29 7.2
Unemployed/Retiree 14 3.5
Monthly Income Below RM1,000 204 50.9

RM1,000-RM2,500 87 21.7
RM2,501-RM5,000 51 12.7
RM5,001-RM7,500 29 7.2
RM7,501-RM10,000 15 3.7
Above RM10,000 15 3.7
Marital Status Single 356 89.2

Married 43 10.8
Table 2: Demographic Information of Respondents
As table above, there are 156 males (28.9) and 245 females (61.1%). There are a total of 5 age
groups of respondents. Majority of the respondents were aged in the range of 21 to 30 years old
with the amount of 255 (63.6%). There were 83 respondents under the age of 20 years old
(20.7%), 35 respondents in the range of 31 to 40 years old (8.7%), 23 respondents in the range
of 41 to 50 years old (5.7%) and 5 respondents above 50 years old (1.2%). 356 respondents
(89.2%) are single and 43 respondents (10.8%) are married.
The respondents are only categorized into Malaysian and Non-Malaysian. There are 335
Malaysian respondents (83.5%) and 66 Non-Malaysian respondents (16.5%). Among the 401
respondents that took part in the survey questionnaire, the level of education was divided into five
categories: Secondary School or below, Diploma, Degree, Master or PhD and others. Level of
34
education that has the highest percentage is Degree (50.1%). The percentages of the other are
Secondary School or below (14.7%), Diploma (26.2%), Master or PhD (7%) and others (2%).
Moreover, respondents are varied in occupation, ranging from Student/Intern (67.6%),

Government Staff (6.5%), Private Organisation Employee (15.2%), Professionals/Business
Owner (7.2%) and Unemployed/Retiree (3.5%). This falls in accordance with the statistics of
monthly income that most of the respondents have a monthly income below RM1,000 (50.9%).
The others are valued at RM1,000-RM2,500 (21.7%), RM2,501-RM5,000 (12.7%), RM5,001-
RM7,500 (7.2%) and above RM10,000 (3.7%).
Experience
Frequency Percent Valid Percent Cumulative Percent
Yes 235 58.6 58.6 58.6
Valid No 166 41.4 41.4 100.0
Total 401 100.0 100.0
Table 3: Experience: Attend Music Festivals
According to Table 3, 235 respondents (235%) have attended music festivals in Malaysia while
166 respondents (41.4%) have no experience in attending any music festival in Malaysia.
Frequency
Frequency Percent Valid Percent Cumulative Percent
Never 158 39.4 39.4 39.4
1 92 22.9 22.9 62.3

Valid
2-3 95 23.7 23.7 86.0
35
>3 56 14.0 14.0 100
Total 401 100.0 100.0
Table 4: Experience: Frequency
Among 401 respondents, 92 respondents (22.9%) have attended one music festival, 95
respondents (23.7%) have attended two to three music festivals and 56 respondents (14%) have
attended more than three music festivals. Based on Table 4, 158 respondents (39.4%) have never
attended music festivals which have 8 responses difference with the result shown in Table 3.
2.2.3 Descriptive Statistics
Descriptive Statistics stands for a data set that is compiled by brief descriptive coefficients which
is either a representation of the entire population or a sample group (Kenton, 2019). It is used to
demonstrate quantitative analysis of the given data set. As there are different variables to be
measured, descriptive statistics help to break different data into short summaries to simplify the
analysis (Sharma, 2019). The most used types of descriptive statistics are measures by mean,
median and mode values (Kenton, 2019). However, this study will refer to the value of minimum,
maximum, mean and standard deviation.
The minimum and maximum values indicate the lowest and highest points of the scale, which is
1 (Strongly Disagree) to 5 (Strongly Agree) in this study to avoid the likelihood of any error. The
mean, or the average is a measure of the center of the data set (Nicholas, 1990). Standard
deviation is often used in conjunction with the mean. It is used to measure the variance of the
results.
36
Perceived Behavioral Control
N Minimum Maximum Mean Standard

Deviation
C1: I am able to see previous event’s 401 1 5 3.96 .99

pictures and reviews at the event’s
Instagram account.
C2: I am able to trust the information at the 401 1 5 3.93 .96

event’s Instagram account.
C3: I am able to compare my own 401 1 5 3.76 1.02

evaluation with comments of other users at
the event’s Instagram account.
C4: I am able to see the number of 401 1 5 3.96 1.06

followers of the event at the event’s
Instagram account.
C5: I am able to view the ticket sales 401 1 5 3.55 1.14

progress at the event’s Instagram account.
Table 5: Descriptive Statistics: Perceived Behavioral Control
According to Table 5, all of the mean values are between 3.50 to 4.00 whereas the standard
deviations are between 0.90 to 1.20. “I am able to see previous event’s pictures and reviews at
the event’s Instagram account” and “I am able to see the number of followers of the event at the
event’s Instagram account” both possessed the highest mean value of 3.96. “I am able to view
the ticket sales progress at the event’s Instagram account” received the highest standard
deviation of 1.14 and lowest mean value of 3.55.
37
Attitudes

Deviation
D1: I am able to get up-to-date information 401 1 5 4.07 .94

about the event at the event’s Instagram
account.
D2: I am able to share and receive 401 1 5 3.78 1.00

thoughts with others followers at the
D3: I enjoy reposting information about the 401 1 5 3.55 1.14

events from the event’s Instagram
account.
D4: I can communicate with the event 401 1 5 3.51 1.09

organisers at the event’s Instagram
account.
D5: I am able to check out event-related 401 1 5 3.83 1.01

hashtags in the event’s Instagram account.
Table 6: Descriptive Statistics: Attitudes
Based on Table 6, all of the mean values are between 3.50 to 4.10 whereas the standard deviation
between 0.90 to 1.20. “I am able to get up-to-date information about the event at the event’s
Instagram account” resulted with the highest mean value of 4.07 and the lowest standard
deviation of 0.94. “I can communicate with the event organisers at the event’s Instagram account”
possessed the lowest mean value of 3.51 whereas “I enjoy reposting information about the events
from the event’s Instagram account” received the highest standard deviation of 1.14.
38
Subjective Norms

Deviation
E1: My family or friends are followers of the 401 1 5 3.46 1.18

E2: My family or friends participate in 401 1 5 3.41 1.13

activities offered at the event’s Instagram
account.
E3: My family or friends place high value 401 1 5 3.45 1.12

on sharing experiences about the event on
their Instagram account.
E4: My family or friends encourage me to 401 1 5 3.34 1.15

participate in the activities offered at the
event's Instagram account.
E5: My family or friends think I should 401 1 5 3.33 1.23

follow the event's Instagram account.
Table 7: Descriptive Statistics: Subjective Norms
According to Table 7, all the mean values are between 3.30 to 3.50 whereas the standard
deviations are between 1.10 to 1.30. “My family or friends are followers of the event’s Instagram
account” possessed the highest mean value of 3.46. “My family or friends think I should follow the
event's Instagram account” received the lowest mean value of 3.33 and the highest standard
deviation of 1.23. “My family or friends place high value on sharing experiences about the event
on their Instagram account” resulted with the lowest standard deviation of 1.12.
Among three independent variables, Perceived Behavioral Control possessed the highest mean
value of 3.83 while Subjective Norms possessed the lowest mean value of 3.40. Attitudes
received a mean value of 3.75.
39
2.2.4 Reliability
According to Mohajan (2017), reliability is one of the most significant and fundamental features in
any measurement tool in order to complete a good research. Reliability concerns the extent to
which a measurement of a phenomenon provides a stable and consistent result (Carmines and
Zeller, 1979). It is also concerned with the repeatability (Taherdoost, 2016). The variables are
able to be measured accurately to perform an accredited result for the research. Errors that
occurred in measurement may affect the ability to find the accurate results (Mohajan, 2017).
Straub et al. (2004) suggested that reliability for variables should be equal to or above 0.60. A
four cut-off point for reliability has been suggested by Hinton et al. (2004) that draws off excellent
reliability (0.90 and above), high reliability (0.70-0.90), moderate reliability (0.50-0.70) and low
reliability (0.50 and below). Cronbach’s alpha has been used to measure the reliability of the
independent variables in this research.
Reliability
N Cronbach’s Alpha
Perceived Behavioral Control 401 .84
Attitudes 401 .84
Subjective Norms 401 .91
Table 8: Results of Reliability Test
As shown in Table 8, Perceived Behavioral and Attitudes both resulted in reliability of 0.84 which
ranges between 0.70 to 0.90 and considered high reliability. For Subjective Norms, the value was
0.91 and considered an excellent reliability. Therefore, this survey questionnaire is reliable based
on the results of the reliability test.
40
2.2.5 Correlation
According to Asuero, Sayago & González (2006), correlation is the degree of association between
two variables, whereas regression expresses the form of relationship between specified values
of one variable and the means of all corresponding variables which in this case is the dependent
variables and three independent variables of this research. If the trend of a variable is positive
and almost similar to another variable, there is likely to have positive association between each
variables and provides positive correlation coefficient; On the contrary, if the trend of a variable is
negative to another variable, there is likely to have negative association between each variables
and thus result in a negative correlation coefficient (Senthilnathan, 2019)
Figure 2: Basic spectrum of interpreting correlation coefficient
(Source: Gogtay and Thatte, 2017, p.79)
Figure 2 has shown that the correlation coefficient will fundamentally range between -1 and +1. It
can be interpreted based on its value shown in figure above (Gogtay and Thatte, 2017).
Perceived Intention to Attend Music

Behavioral Control Festivals in Malaysia
Perceived Behavioral Pearson 1 .279**

Control Correlation
Sig. (2-tailed) .000
N 401 401
Intention to Attend Music Pearson .279** 1

Festivals in Malaysia Correlation
41
N 401 401
**. Correlation is significant at the 0.01 level (2-tailed).
Table 9: Correlation between Perceived Behavioral Control and Dependent Variable
Attitudes Intention to Attend Music

Festivals in Malaysia
Attitudes Pearson 1 .189**

Correlation
N 401 401

N 401 401
Table 10: Correlation between Attitudes and Dependent Variable
42
Subjective Intention to Attend Music
Norms Festivals in Malaysia
Subjective Norms Pearson 1 .280**

Correlation
N 401 401

N 401 401
Table 11: Correlation between Subjective Norms and Dependent Variable
Table 9, 10 and 11 explained the significant level of relationship between each independent
variables and dependent variable. There are three independent variables in this research which
are Perceived Behavioral Control, Attitudes and Subjective Norms and a dependent variable
which is Intention to Attend Music Festivals in Malaysia. Through correlation test, all three
independent variables show a correlation between 0 to 0.5. This means that there is a positive
relationship between three independent variables and dependent variables although there is only
a weak positive correlation.
43
2.2.6 Hypothesis Testing
Hypothesis Results
H1: Perceived Behavioral Control positively influences Instagram user’s intention Accepted
to attend music festivals.
H2: Attitudes positively influence Instagram user’s intention to attend music Accepted
festivals.
H3: Subjective Norms positively increased awareness of Instagram users’ Accepted

intention to attend music festivals.
Table 12: Results of Hypothesis Testing
For hypothesis testing on H1, based on the reliability test in Table 8 and correlation test in Table
9, the result has shown that there is a high reliability and positive relationship between
independent variable and dependent variable, Therefore, the hypothesis is accepted for this
research and it can be conclude that Perceived Behavioral Control positively influences Instagram
user’s intention to attend music festivals
10, the result has shown that there is a high reliability and positive relationship between
independent variable and dependent variable, Therefore, the hypothesis is also accepted for this
research and it can be conclude that Attitudes positively influence Instagram user’s intention to
attend music festivals.
10, the result has shown that there is an excellent reliability and positive relationship between
independent variable and dependent variable, Therefore, the hypothesis is also accepted for this
research and it can be conclude that Subjective Norms positively increased awareness of
Instagram users’ intention to attend music festivals.
44
2.2.7 Recommendations
According to the implications of the results of this study, the following suggestions and advice
were given. The date archive as well as its subsequent analysis acts as a useful tool for event
organizers in deciding which social media platform to utilise in order to influence potential event-
goers’ intention to attend a music festival in Malaysia. This research enables event organizers to
have a clearer picture that adopting Instagram as the marketing platform of their event is a wise
choice. While using Instagram as the marketing platform, event organizers could take the
independent variables analysed in this study into consideration; that is event-goers’ perceived
behavioural control, attitudes and subjective norms when it comes to having intentions of
attending the event using social media. Therefore, it allows the event organizers who planned to
organize music festivals in Malaysia make more informed decisions when using Instagram to
influence event-goers’ intentions.
The findings of this study showed that the subjective norms impact “My family or friends
encourage me to participate in the activities offered at the event's Instagram account” and the
attitudes impact “I can communicate with the event organisers at the event’s Instagram account”
produced the lowest mean value, at 3.51. This was the closest value to neutral. Hence, in order
to attract more event-goers to the music festivals utilizing social media as a marketing tool is a
recommendation for event organizers. This could likely be obtained by updating posts and
administering aggressive marketing strategies on music festival pages regularly as part of
marketing campaigns.
The researchers recommend that to continue to attract more attendees’ or encourage participants
to engage more in the social media platform, allow their family or friends to place high value on
sharing experiences about the event on the event’s Instagram account will be highly
recommended, because most of the attendees’ would somehow get influenced by their closest
family members and friends from work or from school by sharing their previous attendance in local
music festivals. As a result, investigating what type of experiences that the public’s friends and
families have is very important. Good reviews of the events based on past attendance can make
the public have more intention to join music festivals in the future.
It is also recommended by the researchers to evaluate attitudes as a major factor that will
influence Instagram users’ intentions to attend music festivals in Malaysia. The reason being that
45
the public like to have interaction with the event organiser or using hashtags related to the events
in order to feel involved and feel as if they experienced something unique that many others would
not have which will make them feel special.
Recommendations for future research in order to get a better overview of the intention to attend
events when using social media as a marketing tool include the following. As per the limitations
of findings discussed above, it is highly advised for future research to take into consideration the
distribution of surveys uniformly across all the age groups and nationalities that are required to
be analyzed. This will achieve a more representative sample that will in turn increase the validity
of the research. Not only will the equal distribution of the surveys help researchers determine
which category of people to target when trying to identify which factors play a big role in the
intentions of event-goers and their decision making process, but it will give them a broader
perspective of what factors influence which category of people more than the other.
46
General Conclusion
The main aim of the study was to examine and determine the factors that influence intention to
attend music festivals in Malaysia using Instagram as the sole marketing tool. All three
hypotheses were tested accordingly and the results were accepted: Perceived Behavioral Control
(H1) and Attitudes (H2) both had a positive influence on the intention to attend music festivals
and Subjective Norms (H3) had a positive impact on event-goers’ awareness of music festivals
happening in Malaysia as promoted on Instagram.
The following research questions were answered in the study:
RQ1. What are the factors that influence Instagram users’ intentions to attend music festivals in
Malaysia?
Malaysia?
Based on previous research conducted and publications, both questions 1 and 2 were answered
in the context of events in general. This research however, emphasizes on music festivals as the
focal point of evaluating the intentions of event-goers. To do so, a detailed questionnaire was
constructed and distributed via online platforms such as Whatsapp, Instagram and Facebook to
a sample of 401 participants.
After breaking down the survey responses that were submitted, it was determined that similar to
findings from other credible publications like Harb et al. (2019) and Cunningham and Kwon
(2003), the factors which were analysed indeed influenced the intentions of event-goers’ who
were using Instagram to find and make decisions whether to attend music festivals or not.
Instagram users’ perceived behavioral control as well as their attitudes had positive influences on
their intentions that lead to the decision making to attend music festivals in Malaysia. Furthermore,
social norms such as the influence of family members or friends who used Instagram also
contributed to event-goers' intentions to attend music festivals the more they were aware of them
through their loved ones and friends.
The findings of this study contributed to areas of the events industry in Malaysia in terms of
marketing events through social media platforms to attain a wider reach to potential event-goers
47
as the popularity of social media grows. They also contributed to the understanding of private
events companies and the Malaysian government in terms of making better informed decisions
when trying to promote and market events on social media.
There are limitations that affect the overall outcome of the findings in this study. First and
foremost, although the sample size of 401 random online respondents did use Instagram in one
way or another, they did not represent the ideal target audience. The survey should have focused
solely on and been distributed to loyal Instagram users who use the platform to search for music
events happening in Malaysia to get a better judgement of the factors that influenced the intention
to attend music festivals.
In addition, 255 of the 401 respondents (63.6%) were categorized in the age group “21-30 years
old” while other age groups “31-40 years old”, “41-50 years old” and “50 years old and above”
represented 8.7%, 5.7% and 1.2% of the sample size respectively. Although the responses
covered all the age ranges, the findings may not represent Malaysia’s population as a whole when
it comes to the intentions to attend music festivals in Malaysia.
Obtaining 401 responses in the span of one and a half months may be another limitation to the
study. With a population of approximately 32 million people, the number of responses that were
submitted at the end of the one and a half month distribution period are considered very restrictive
and thus may not be representative of the entire population of Malaysia. Furthermore, a large
number of responses in terms of nationality were Malaysians (83.5%), whereas the foreign
perspectives represented only (16.5). This further limits the boundaries of the study where the
foreign perspectives could have strengthened the hypotheses that were analysed based on the
intentions to attend music festivals in Malaysia.
Taking into account the validity of any piece of research, it is recommended for future research to
target very specific audiences and select a sample from that audience instead of accepting all
responses submitted by random people of the public. Major drawback in this research is that the
findings obtained were analysed from a random set of 401 responses. By not considering whether
they were consistent Instagram users or not, the survey failed to restrict unnecessary variables
from contaminating the results such as mixing the perspectives of non-Instagram users and
Instagram users. Therefore, acquiring a specific target sample will increase the overall validity of
the research.
48
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List of Tables
Table 1: Statistical Method .................................................................................................. 32

Table 2: Demographic Information of Respondents ............................................................ 34
Table 3: Experience: Attend Music Festivals ....................................................................... 35
Table 4: Experience: Frequency ......................................................................................... 36
Table 5: Descriptive Statistics: Perceived Behavioral Control.............................................. 37
Table 6: Descriptive Statistics: Attitudes.............................................................................. 38
Table 7: Descriptive Statistics: Subjective Norms................................................................ 39
Table 8: Results of Reliability Test ...................................................................................... 40
Table 9: Correlation between Perceived Behavioral Control and Dependent Variable......... 42
Table 10: Correlation between Attitudes and Dependent Variable....................................... 42
Table 11: Correlation between Subjective Norms and Dependent Variable......................... 43
Table 12: Results of Hypothesis Testing ............................................................................. 44
List of Diagrams
Figure 1: Conceptual Framework ........................................................................................ 27

Figure 2: Basic spectrum of interpreting correlation coefficient ............................................ 41
52
Annexes
53
54
55
56
57
58
59
60
Table of Contents
Acknowledgements ............................................................................................................. 12
Summary of Table of Contents............................................................................................ 13
Abstract............................................................................................................................... 15
General Introduction ........................................................................................................... 16
Part 1 Theoretical Framework ............................................................................................. 19
1.1 Definitions of Perceived Behavioral Control, Attitudes and Subjective Norms ............ 19
1.2 Literature Review....................................................................................................... 20
1.2.1 Intention to attend music festivals ....................................................................... 20
1.2.2 Attitudes .............................................................................................................. 21
1.2.3 Subjective Norms ................................................................................................ 22
1.2.4 Perceived behavioral control ............................................................................... 23
1.2.5 Social Media Marketing ....................................................................................... 24
1.3 Theoretical Framework .............................................................................................. 25
1.4 Conceptual Framework.............................................................................................. 27
Part 2 Methods and Findings .............................................................................................. 28
2.1 Research Methodology .............................................................................................. 28
2.1.1 Key Research Questions..................................................................................... 28
2.1.2 Research Design................................................................................................. 28
2.1.3 Research Procedure ........................................................................................... 29
2.1.4 Sampling Methods .............................................................................................. 30
2.1.5 Research Instruments ......................................................................................... 30
2.1.6 Statistical Methods .............................................................................................. 31
2.2 Methods and Findings ............................................................................................... 33
2.2.1 Introduction ......................................................................................................... 33
2.2.2 Respondent’s Characteristic ............................................................................... 33
2.2.3 Descriptive Statistics ........................................................................................... 36
2.2.4 Reliability ............................................................................................................ 40
2.2.5 Correlation .......................................................................................................... 41
2.2.6 Hypothesis Testing.............................................................................................. 44
2.2.7 Recommendations .............................................................................................. 45
General Conclusion ............................................................................................................ 47
Bibliography ........................................................................................................................ 49
List of Tables ...................................................................................................................... 52
61
List of Diagrams .................................................................................................................. 52
Annexes .............................................................................................................................. 53
Table of Contents................................................................................................................ 61
62

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TAYLOR’S UNIVERSITY

FACULTY OF SOCIAL SCIENCES AND LEISURE MANAGEMENT

Intention to Attend Music Festivals in Malaysia

Wong Jie Ying (0334678)

12th June 2020 Under the direction of

Intention to Attend Music Festivals in Malaysia

Wong Jie Ying (0334678)

12th June 2020 Under the direction of

 Cover Page. Printed on hard cover paper

Signature: Valarie Date: 12th July 2020

Candidate Names and Student Numbers:

Signature: Valarie Date: 12th July 2020

Candidate Names and Student Numbers:

Research Title: Intention to Attend Music Festivals in Malaysia

Role of the tutor

Signature: Date: 12th July 2020

Role of the students

Signature: Valarie Date: 12th July 2020

Wong Jie Ying (0334678)

TOPIC Intention to Attend Music Festivals in Malaysia

PART 1- THEORETICAL FRAMEWORK

TOPIC AND TABLE OF CONTENTS

QUALITY OF LITERATURE REVIEW AND RESEARCH

PART 2- METHODS AND FINDINGS

ANALYSIS AND WRITING

Date Remarks Signatures:

FINAL RESEARCH PROJECT

Keywords Music festivals, Instagram, Event Marketing, Social Media Marketing,

1.1 Definitions of Perceived Behavioral Control, Attitudes and Subjective Norms

Perceived Behavioral Control

1.2 Literature Review

1.2.1 Intention to attend music festivals

1.2.3 Subjective Norms

1.2.4 Perceived behavioral control

change their attitude on evaluation of the outcome.

1.2.5 Social Media Marketing

1.3 Theoretical Framework

Theory of planned behaviour (TPB)

Figure 1: Conceptual Framework

2.1 Research Methodology

2.1.1 Key Research Questions

2.1.2 Research Design

2.1.3 Research Procedure

2.1.4 Sampling Methods

2.1.5 Research Instruments

Hypothesis Independent Dependent Attributes Measurement Statistical

H1: Perceived Perceived C1 5-points Likert Analysis

H2: Attitudes Attitudes D1 5-points Likert Analysis

H3: Subjective Subjective E1 5-points Likert Analysis

Table 1: Statistical Method

2.2.2 Respondent’s Characteristic

Category Frequency (n=401) Percentage (%)

Gender Male 156 38.9

Age Less than 20 years old 83 20.7

Nationality Malaysian 335 83.5

Occupation Student/Intern 271 67.6

Monthly Income Below RM1,000 204 50.9

Marital Status Single 356 89.2

Table 2: Demographic Information of Respondents

Moreover, respondents are varied in occupation, ranging from Student/Intern (67.6%),

Frequency Percent Valid Percent Cumulative Percent

Yes 235 58.6 58.6 58.6

Valid No 166 41.4 41.4 100.0

Total 401 100.0 100.0