Consumers’ purchasing behaviour varies depending on factors such as psychological state, socioeconomic conditions, cultural influences, and personal reasons. In the not-so-distant past, celebrity endorsements were the golden ticket to brand success. A famous face on a billboard or a 30-second TV advert could send sales soaring. Today, the landscape has shifted, as endorsers are no longer movie stars or pop icons, but social media influencers, or SMIs for short. Armed with smartphones and loyal followers, these digital trendsetters are reshaping how consumers, particularly younger ones, decide what to buy, wear, eat, and even believe.
Today, the landscape has shifted, as endorsers are no longer movie stars or pop icons, but social media influencers, or SMIs for short.
THE RISE OF THE EVERYDAY INFLUENCER
Unlike traditional celebrities, social media influencers often begin as ordinary individuals who carve out a niche online, whether it is makeup tutorials, gaming streams, food reviews, or travel vlogs. This content is shared in various formats: blogs, vlogs, photos, videos (now commonly known as reels), TikToks, YouTube Shorts, and Spotlights, which are short-form videos or video clips. What makes them distinct is their ability to build trust and authenticity with their audience. In Malaysia, where 91.7% of the population were social media users as of 2022,1 influencers are increasingly impacting how people shop and spend.
According to a study by researchers at Tunku Abdul Rahman University of Management and Technology (TAR UMT), a significant number of Malaysian youths (ages 18 to 24) actively follow at least three influencers and pay attention to their brand endorsements.2 These followers do not just passively watch content; many base their purchasing decisions on what their favourite influencers recommend.
Malaysia’s hottest niches
In Malaysia, fashion and beauty dominate the influencer sphere, followed closely by food, travel, and gaming content. These visuallydriven niches resonate deeply with Malaysian audiences, offering brands a vibrant avenue to connect authentically through lifestyle and entertainment-focused creators.
Source: Anymind Group (2022)
WHY WE TRUST THEM
So, what makes an influencer… influential?
It turns out it’s less about their follower count and more about how trustworthy, credible, and knowledgeable they appear.3 These three traits form the backbone of what makes an influencer persuasive.4 If a food vlogger is constantly reviewing the latest cafés and restaurants and offers honest opinions, their audience is more likely to trust their judgment. Similarly, a fitness coach who regularly shares practical workout tips gains authority over time.
“Credibility is key.” Consumers want to know they are getting honest, unbiased opinions and not just paid promotions. In fact, the moment an influencer appears inauthentic or overly commercial, they risk losing their persuasive power. Credibility serves as a way to endorse specific messages to followers, who perceive them as genuine, impartial, and factual.5 Their relationship is developed through interaction on social media platforms such as likes, comments, and shares.
Nevertheless, the number of followers an influencer has still plays a role, mainly as a shortcut for perceived trustworthiness. A large following suggests social proof. If 100,000 people are listening to someone, the logic goes, they must be saying something worth hearing.
The moment an influencer appears inauthentic or overly commercial, they risk losing their persuasive power.
THE ACT OF INFLUENCING
One of the most effective strategies used by influencers is the age-old concept of word of mouth, now supercharged by the internet. Known as Electronic Word of Mouth (EWOM), this approach involves sharing experiences with products in a way that resembles a recommendation from a friend.6 That is exactly how many followers see their favourite influencers: not as distant celebrities, but as relatable peers whose advice can be trusted because they are “near” and “similar” to us.
According to the TAR UMT study, 88% of respondents relied on product reviews, and 71% considered product ratings before making a purchase.7 Nearly all of them also valued recommendations from friends and family. Influencers, in many cases, now occupy the same mental space as those trusted inner circles.
Communication theorists describe a scenario where the public is influenced by opinion leaders online as the “two-step flow,” which explains how influence works in today’s media landscape.8 Instead of receiving information directly from brands or news outlets, consumers often get it from “opinion leaders” (today’s influencers), who interpret and filter it before passing it on to their followers, much like a teenage girl’s view on a fashion product based on the leader’s opinion. Whether from new or traditional media, information may not always reach the general public; an influencer as an opinion leader might interpret and decipher the media content before presenting it to their audience. Think of an influencer as a trend curator — a friend who has done the research for you and is offering a shortcut to a smarter purchase.
Influencers as trusted guides
A Shopee survey reveals 75% of Malaysian consumers depend on influencers' tutorials for practical guidance and product insights. Influencers are increasingly viewed not merely as marketers, but trusted educators and problem-solvers, reflecting their important role in guiding consumer decisions and shaping brand trust in Malaysia.
Source: Shopee (2022)
STRATEGIES BEHIND-THE-SCENE
But what exactly are influencers doing on social media that makes us click “add to cart”?
According to the study, certain types of posts are more effective than others. The most persuasive strategy? Short videos or “reels” where influencers share their experiences with a product that over 60% of respondents cited as a reason to consider buying.9 Close behind are livestreams where influencers test products live, allowing followers to ask questions and observe real-time reactions. These online interactions are boosted when followers turn on notifications for influencers’ posts, allowing them to stay up-to-date with the latest content.
Small numbers, big influence
Micro-influencers (5K–20K followers) represent 52% of all influencers in Malaysia. Nano-influencers (1K–5K followers), though only 9.8%, have the highest engagement rate (4.79%). High engagement rates indicate greater audience trust and willingness to follow product recommendations. Together, these influencer tiers play a major role in shaping consumer purchasing decisions.
Source: HypeAuditor (2020)
Think of an influencer as a trend curator — a friend who has done the research for you and is offering a shortcut to a smarter purchase.
Endorsements where influencers identify themselves as experts, like a “travel vlogger” or “makeup guru,” also carry influence, especially when those identities closely align with the product being promoted. Giveaways and branded hashtags are less effective, but they still form part of the broader engagement strategy. In essence, it’s not just what influencers say, but how they say it and how consistently they stay true to their personal brand.
Despite the sway of influencers, the study found that personal networks still matter. Recommendations from friends and family remain a major factor in purchasing decisions. As influencers engage with followers on platforms, they increasingly appear like someone we know.
The study also reveals that audiences are discerning; they follow, observe, and assess before they buy. Many consumers will only act on influencer advice if the content feels sincere and grounded in real-life experience.
Influencer marketing surges in Malaysia
Malaysian brands are projected to spend USD 77.3 million on influencer marketing in 2025, marking nearly a 14% increase from the previous year. With an annual growth rate of approximately 10%, the market is expected to expand significantly, reaching USD 119.29 million by 2030. This rapid growth highlights influencer marketing’s rising prominence in brand strategies and consumer engagement.
Source: INSG.CO (2025)
A MARKETING REVOLUTION
From a business perspective, influencer marketing has become an essential part of modern branding.10 Instead of spending on costly traditional advertising, brands now partner with influencers who can directly connect with niche audiences: beauty enthusiasts, fitness buffs, tech geeks, or environmentally-conscious shoppers. Being swift, affordable, and targeted, influencer marketing is a popular method for influencing consumers’ purchasing decisions.
In fact, the influencer economy is booming globally, with businesses projected to spend over USD 20 billion on influencer marketing by 2025.11 In Malaysia, where internet and social media penetration are high, the trend is already well established.
The power of influencers lies in their ability to blend entertainment with persuasion, storytelling with sales.
FROM A CONSUMER, TO A CONSUMER
If you have ever bought a skincare product after watching a review or tried a new café because your favourite influencer raved about it, you are already part of this digital shift. The power of influencers lies in their ability to blend entertainment with persuasion, storytelling with sales.
For consumers, it is crucial to stay vigilant and informed. Just because an influencer is relatable does not mean they are always right. Sponsored content should be viewed with a critical eye, and it is definitely worth cross-checking reviews, reading labels, and consulting with real-life friends before making a purchase.
That said, SMIs are here to stay. As marketing strategies have moved online, they have transformed the advertising landscape and, for better or worse, changed how we discover, evaluate, and decide what to buy. As long as we continue to like, share, and follow, our shopping habits will keep scrolling right along with us. ∞
TANG MUI JOO
Prof Tang Mui Joo is an Associate Professor at Tunku Abdul Rahman University of Management and Technology (TAR UMT), Malaysia. She holds a PhD in Media Studies from the University of Malaya, specialising in Publishing and Book Marketing. As Deputy Dean of Research and Development, her interdisciplinary research spans media studies, digital platforms, social media marketing, film analysis, cultural studies, visual communication, public relations, corporate social responsibility, advertising, and education.
CHAN EANG TENG
Chan Eang Teng is a Senior Lecturer at TAR UMT. She holds a Master’s in Strategic and Defence Studies from the University of Malaya. Her research focuses on media and political communication, social media influencers, cultural studies, visual communication, blogging, and education, examining the media’s role in shaping public discourse and identity.
AUGUST 2025 | ISSUE 14
SCREENS BETWEEN US
- Kemp, Simon. “Digital 2022: Malaysia.” DataReportal, 15 Feb 2022, https://datareportal.com/reports/digital-2022-malaysia.
- Tang, Mui Joo, and Chan Eang Teng. “The Relationship Between Social Media Influencers (SMIs) and Consumers’ Purchase Behaviour in Malaysia.” Proceedings of Eighth International Congress on Information and Communication Technology (ICICT 2023), vol 693, Springer, 2023, pp 449–460.
- Kwiatek, Piotr, et al. “The Impact of Credibility of Influencers Recommendations on Social Media on Consumers Behavior Towards Brands.” Informatologia, vol 54, 16 Sep 2021, pp 181–196.
- Balaban, Delia C, et al. “The Role of Trustworthiness in Social Media Influencer Advertising: Investigating Users’ Appreciation of Advertising Transparency and Its Effects.” Communications, vol 47, no 3, 2022, pp 395–421.
- Grafström, Johan, et al. “The Impact of Influencer Marketing on Consumers’ Attitudes.” Jönköping International Business School, Jönköping University, 2018, https://www.diva-portal.org/smash/record.jsf?pid=diva2%3A1214105&dswid=4225.
- Rani, Anshu and Shivaprasad Nagesh. “Electronic Word of Mouth (eWOM) Strategies to Manage Innovation and Digital Business Model.” Managing Diversity, Innovation, and Infrastructure in Digital Business, IGI Global, 2019, pp 41–63, https://doi.org/10.4018/978-1-5225-5993-1.ch003.
- Tang, Mui Joo, and Chan Eang Teng. “The Relationship Between Social Media Influencers (SMIs) and Consumers’ Purchase Behaviour in Malaysia.” Proceedings of Eighth International Congress on Information and Communication Technology (ICICT 2023), vol 693, Springer, 2023, pp 449–460.
- Watkins, Brandi, ed. Research Perspectives on Social Media Influencers and their Followers. Lexington Books, 2021.
- Tang, Mui Joo, and Chan Eang Teng. “The Relationship Between Social Media Influencers (SMIs) and Consumers’ Purchase Behaviour in Malaysia.” Proceedings of Eighth International Congress on Information and Communication Technology (ICICT 2023), vol 693, Springer, 2023, pp 449–460.
- Harrigan, Paul, et al. “Identifying influencers on Social Media.” International Journal of Information Management, vol 56, Feb 2021, https://doi.org/10.1016/j.ijinfomgt.2020.102246.
- “Influencer Marketing Platform Market Size, Statistics Report [2025–2032].” Fortune Business Insights, 7 Jul 2025, https://www.fortunebusinessinsights.com/influencer-marketing-platform-market-108880.
