The adoption of advanced technology in digital media which social media for promotion are increasingly utilized by people all around the world. Social media becomes a significance platform and sophisticated for people and it is changing the way in their daily lives. The social media impacts towards the promotion of sports events in Klang Valley is examined which conducted in this research study. The impacts consist of brand building, engagement of audiences, cost effective and informative. Moreover, the 378 targeted respondents who are private university college students in Klang Valley are given the survey questionnaires to collect data and determine the results or findings. The data which obtained from the targeted respondents will be analyze by utilizing Statistical Package for the Social Science (SPSS) software. Based on the results of qualitative and findings, the impacts of social media as independent variables have a significance relationship with the promotion of sports events. Furthermore, the result also indicates that the most contribution or influence towards promotion of sports events. Throughout this research study, the researcher able to gain knowledge of social media impacts towards promotion of sports events. There are some limitations that met when completing this research study and recommendations are provided to improve for the future study. Hence, this useful information about social media impacts towards promotion of sports events are provided for the future researchers.
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