MALAYSIAN ACTORS AS INFLUENCERS IN INSTAGRAM MARKETING: A SYSTEMATIC REVIEW
DOI:
https://doi.org/10.55197/qjssh.v7i3.1248Keywords:
social media influencer, Instagram marketing, Malaysian actors, consumer behaviour, Generation ZAbstract
This study aims to assess the role of Malaysian actors as social media influencers in Instagram marketing and their influence on consumer behavior, especially among Generation Z. This study uses a Systematic Literature Review (SLR) approach guided by the PRISMA framework by analyzing 12 relevant articles from databases such as Scopus, Web of Science and Google Scholar. The study findings show that the main factors that influence the effectiveness of influencers include credibility (trust and expertise), attractiveness, compatibility between influencers and products, and technological factors such as perceived usefulness and ease of use. In addition, influencers also play a role as social and cultural agents that shape consumer identity, perception and purchasing decisions. The importance of this study lies in its contribution to a deeper understanding of the integration between source credibility theory and technology acceptance models in the context of digital marketing. This study also provides practical implications for the marketing industry in selecting more strategic influencers and assisting policymakers in formulating guidelines related to the use of influencers. In terms of new knowledge, this study emphasizes the specific role of Malaysian actors as hybrid influencers who combine the characteristics of celebrities and digital influencers in the Instagram ecosystem. Overall, this study concludes that influencers play an important role in shaping consumer behavior in the growing era of the digital economy.
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