Year: 2025
Type: article
Abstract: The digital marketing ecosystem, especially in countries with a high pervasiveness of social media usage such as that of Malaysia, is crucially driven by social media influencers.In this study, the key factors influencing the success of Malaysian social media influencer-entrepreneurs are investigated.Based on the literature review conducted, the factors identified include social media, knowledge sharing, business strategy, and government support.Specifically, social media enables audience reach via the provided tools; knowledge sharing allows for credibility and community building; a solid business strategy guarantees professionalism and sustainability, whilst government support ensures industry legitimization and resource provision.The combination of these factors allows influencers to prosper and remain successful, on top of augmenting their marketing impact which brands can benefit from.Additionally, this study paves the way for future studies seeking to investigate the long-term impacts of the various market strategies applied by influencers.
Author: Muzairihana Md Moid
Institution: University of Selangor
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
Funder: University of Kuala Lumpur
OpenAlex ID: W4409379178