The impact of social media influencers on political participation in Malaysia
This study explores the impact of social media influencers on political participation in Malaysia, with a focus on their growing role in shaping digital political discourse. Based on qualitative analysis of secondary data from academic literature and credible online sources, the paper proposes a con...
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| Format: | Article |
| Language: | en |
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Penerbit Universiti Kebangsaan Malaysia
2025
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| Online Access: | http://journalarticle.ukm.my/26689/1/%5B130-140%5D%20The%20Impact%20of%20Social%20Media%20Influencers%20on%20Political%20Participation%20in%20Malaysia.pdf http://journalarticle.ukm.my/26689/ http://ejournal.ukm.my/ebangi/index |
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| _version_ | 1860590009816449024 |
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| author | Suhana Saad, |
| author_facet | Suhana Saad, |
| author_sort | Suhana Saad, |
| building | Tun Sri Lanang Library |
| collection | Institutional Repository |
| content_provider | Universiti Kebangsaan Malaysia |
| content_source | UKM Journal Article Repository |
| continent | Asia |
| country | Malaysia |
| description | This study explores the impact of social media influencers on political participation in Malaysia, with a focus on their growing role in shaping digital political discourse. Based on qualitative analysis of secondary data from academic literature and credible online sources, the paper proposes a conceptual framework that explains how influencers promote political engagement through specific communication strategies and psychological processes. Influencer characteristics such as credibility, personal appeal, and the formation of parasocial relationships are found to foster emotional connections and enhance the effectiveness of political messaging. These factors contribute to increased civic participation both in digital spaces and real-world settings. The study also introduces the concept of micro-level interactions, referring to the everyday and informal exchanges between influencers and their followers, which serve as building blocks for broader shifts in political attitudes and behaviours. While the findings highlight the transformative potential of influencers in mobilising political awareness and action, they also raise concerns regarding misinformation, a lack of transparency, and the ethical implications of politically motivated content. The study offers a theoretical foundation for understanding how social media influencers affect political behaviour in Malaysia, and it provides insights that can inform future research and policy aimed at promoting accountability and safeguarding democratic values in the digital age. |
| format | Article |
| id | my-ukm.journal.26689 |
| institution | Universiti Kebangsaan Malaysia |
| language | en |
| publishDate | 2025 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| record_format | eprints |
| spelling | my-ukm.journal.266892026-03-09T02:10:31Z http://journalarticle.ukm.my/26689/ The impact of social media influencers on political participation in Malaysia Suhana Saad, This study explores the impact of social media influencers on political participation in Malaysia, with a focus on their growing role in shaping digital political discourse. Based on qualitative analysis of secondary data from academic literature and credible online sources, the paper proposes a conceptual framework that explains how influencers promote political engagement through specific communication strategies and psychological processes. Influencer characteristics such as credibility, personal appeal, and the formation of parasocial relationships are found to foster emotional connections and enhance the effectiveness of political messaging. These factors contribute to increased civic participation both in digital spaces and real-world settings. The study also introduces the concept of micro-level interactions, referring to the everyday and informal exchanges between influencers and their followers, which serve as building blocks for broader shifts in political attitudes and behaviours. While the findings highlight the transformative potential of influencers in mobilising political awareness and action, they also raise concerns regarding misinformation, a lack of transparency, and the ethical implications of politically motivated content. The study offers a theoretical foundation for understanding how social media influencers affect political behaviour in Malaysia, and it provides insights that can inform future research and policy aimed at promoting accountability and safeguarding democratic values in the digital age. Penerbit Universiti Kebangsaan Malaysia 2025-07 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/26689/1/%5B130-140%5D%20The%20Impact%20of%20Social%20Media%20Influencers%20on%20Political%20Participation%20in%20Malaysia.pdf Suhana Saad, (2025) The impact of social media influencers on political participation in Malaysia. e-Bangi Journal of Social Sciences and Humanities, 22 (3). pp. 130-140. ISSN 1823-884x http://ejournal.ukm.my/ebangi/index |
| spellingShingle | Suhana Saad, The impact of social media influencers on political participation in Malaysia |
| title | The impact of social media influencers on political participation in Malaysia |
| title_full | The impact of social media influencers on political participation in Malaysia |
| title_fullStr | The impact of social media influencers on political participation in Malaysia |
| title_full_unstemmed | The impact of social media influencers on political participation in Malaysia |
| title_short | The impact of social media influencers on political participation in Malaysia |
| title_sort | impact of social media influencers on political participation in malaysia |
| url | http://journalarticle.ukm.my/26689/1/%5B130-140%5D%20The%20Impact%20of%20Social%20Media%20Influencers%20on%20Political%20Participation%20in%20Malaysia.pdf http://journalarticle.ukm.my/26689/ http://ejournal.ukm.my/ebangi/index |
| url_provider | http://journalarticle.ukm.my/ |