International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 13, Issue 7 (July 2026), Pages: 1-12

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 Original Research Paper

Understanding viral content engagement: A study of demographics, behaviors, and situational responses

 Author(s): 

Siti Marsitah Mohd Mokhtar 1, 2, Norazmi Anas 3, *, Norhapizah Mohd Burhan 4, Suhaimee Saahar Saabar 5, Safiah Abd. Razak 1, Engku Ahmad Zaki Engku Alwi 6, Syed Hadzrullathfi Syed Omar 6, Zulkifli Mohd Ghazali 7

 Affiliation(s):

1Faculty of Islamic Studies, Universiti Al-Quran Al-Sultan Abdullah Ahmad Shah Pahang, Pahang, Malaysia
2Academy of Contemporary Islamic Studies, UiTM Perak Branch, Seri Iskandar Campus, Perak, Malaysia
3Academy of Contemporary Islamic Studies, UiTM Perak Branch, Tapah Campus, Perak, Malaysia
4Academy of Contemporary Islamic Studies, UiTM Pahang Branch, Jengka Campus, Pahang, Malaysia
5Center for Media and Information Warfare Studies, Universiti Teknologi MARA, Shah Alam, Malaysia
6Faculty of Islamic Contemporary Studies, Universiti Sultan Zainal Abidin, Terengganu, Malaysia
7Faculty of Computer and Mathematical Sciences, UiTM Perak Branch, Tapah Campus, Perak, Malaysia

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 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0002-4176-7625

 Digital Object Identifier (DOI)

 
https://doi.org/10.21833/ijaas.2026.07.001

 Abstract

The aim of this study was to examine the patterns, motivations, and contextual factors influencing engagement with viral content among Malaysian social media users. In today’s algorithm-driven digital environment, viral content plays an important role in communication, yet the factors influencing audience engagement remain insufficiently understood. Using a quantitative survey-based design, data were collected from 433 respondents aged 18 years and above through an online questionnaire distributed via social media platforms. The study examined demographic characteristics, preferred platforms, content types, and users’ behavioral and situational responses to viral content. The findings show that exposure to viral content is widespread, but engagement is selective and cautious. Younger respondents, especially those aged 18–25 years, engaged more on TikTok and Instagram, while older users preferred Facebook, WhatsApp, and Telegram. Women were more likely to engage with entertainment-based content, whereas respondents with higher education preferred informational content and current affairs. Most participants shared content to inform, entertain, or express opinions and usually verified information before sharing. Overall, engagement with viral content is influenced by personal motivation, demographic characteristics, and platform algorithms, highlighting the importance of digital literacy and ethical awareness for responsible online participation.

 © 2026 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

Viral content engagement, Social media behavior, Digital literacy, Platform algorithms, Online communication

 Article history

Received 29 January 2026, Received in revised form 11 June 2026, Accepted 1 July 2026

 Acknowledgment

The study was funded by the Ministry of Higher Education (MoHE) under FRGS grant research funds with reference code FRGS/1/2023/SSI13/UnIPSAS/03/1. 

 Compliance with ethical standards

 Ethical considerations

Ethical approval was obtained from the UNIQSAAS Research Ethics Committee (Bil. (46) dlm. UnIP (P) 2/867 Sj1 Jld. 04.). Participants were informed of their right to withdraw at any time without penalty. 

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

Mokhtar SMM, Anas N, Burhan NM, Saabar SS, Razak SA, Alwi EAZE, Omar SHS, and Ghazali ZM (2026). Understanding viral content engagement: A study of demographics, behaviors, and situational responses. International Journal of Advanced and Applied Sciences, 13(7): 1-12

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