Influencer Marketing Boom: Ethics, Trust and Authenticity in Malaysia

Abstract

Social media celebrities who have amassed enormous followings have evolved into highly effective marketing tools for companies. There has been a rise in customer trust, sales, and brand awareness. They are commonly engaged on many social media sites including Instagram, Twitter, Facebook, and YouTube.

However, it is crucial to note that there are ethical complications that are present in this environment that appears to be dazzling. This article highlights the Malaysian influencer marketing, transparency, authenticity, and consumer impact.