ISSN: 2222-6990
Open access
With the outbreak of the COVID-19 pandemic, social media has emerged as a critical tool for creating, transmitting, and consuming information. Furthermore, the COVID-19 pandemic has significantly impacted the event business. Event organizers must adhere to local government rules and public health requirements to avoid spreading the illness. Recently, Sabah's Harvest Festival, also known as Pesta Kaamatan, honored the celebration virtually, and as a result, this article aims to examine the role social media platforms serve in the Kadazan-Dusun community concerning the promotion of the Harvest Festival. Given that this is a new norm for many event attendees, we must comprehend how the audience perceives and prepares for the transition from physical to digital events. In addition, access to the internet is not always readily accessible in every location. In this study, researchers conduct in-depth interviews with Kadazan-Dusun members to learn more about their perspectives on Harvest Festival celebrations on social media during the Covid-19 pandemic. The outcome of this study reveal that social media plays an integral role in promoting the virtual harvest festival among the KadazanDusun community. The roles include sharing medium, cultural event promotion, virtual competition medium, and information source. Nevertheless, there are challenges involved with celebrating virtual Kaamatan via various social media platforms, especially for those living in rural areas.
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In-Text Citation: (Francis et al., 2023)
To Cite this Article: Francis, R., Zainodin, W. H. W., Saifuddin, A. H., & Ahmadrashidi, N. (2023). The Role of Social Media Platforms in Promoting Kaamatan Festival During Covid-19 Pandemic. International Journal of Academic Research in Business & Social Sciences, 13(5), 1154 – 1174.
Copyright: © 2023 The Author(s)
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