Examining the Impact of Celebrity and Social Media Influencer Endorsements on Consumer Trust Among Malaysian Generation Z

Gan, Jing Xuan (2025) Examining the Impact of Celebrity and Social Media Influencer Endorsements on Consumer Trust Among Malaysian Generation Z. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research looks into how consumer trust is affected by celebrity and social media influencer endorsements within Malaysian Gen Z. The study covers 100 Malaysia Gen Z using a stratified sample technique to guarantee an accurate representation of responders. This method makes it possible to conduct an in-depth investigation of the ways in which various groups within this demographic perspective respond to endorsements. The findings are structured into three sections addressing research objectives: the impact of celebrity endorsements, the influence of social media influencers, and the effectiveness of social media platforms in fostering consumer trust. The research indicates that both celebrity endorsements and social media influencers significantly affect consumer purchasing behavior, particularly in the beauty and skincare categories. While celebrity endorsements are influential, social media influencers appear to have a slightly greater impact, with their authenticity and personal behavior playing a crucial role in shaping consumer decisions. Additionally, Instagram emerges as the most effective platform for these endorsements, particularly among Gen Z consumers in Malaysia, although YouTube and TikTok also contribute to this dynamic. Chapter 5 summarizes the results and highlights the distinctive impact of social media influencer and celebrity endorsements on consumer trust among Malaysian Gen Z. According to the research, social media influencers are more likely to connect with this demographic because of their relatability and perceived authenticity, even if both types of endorsements have a significant impact. The study emphasizes the significance of integrity and personal behavior in fostering customer trust, in addition to the essential role that social media platforms play in determining the effectiveness of endorsements. These findings have important implications for marketers looking to successfully connect with Malaysian Gen Z, indicating that platform-specific tactics, relatability, and authenticity are required for endorsement attempts to be successful.