Influencer Marketing on Instagram: Examining issues of disclosure and regulation for Malaysia

Abstract

Social media influencers have now become the foundation of the digital marketing landscape. This paper discusses the different types of ‘influencers’ and examines influencer marketing practices in Malaysia based on selected post content on Instagram, and explored Malaysia’s need to review its regulation, especially when it comes to disclosure. The study’s findings give an overview of the marketing practices undertaken by these influencers and the lack of disclosure of ‘material connection’ between the business or brand and the influencers. Finally, it is acknowledged that Malaysia needs to welcome changes in the laws dealing with influencer marketing.