Malaysia Generation Z’s Perception of Opinion Leaders’ Credibility on Short-Form Video Content

Lim, Crystal Wen Yi (2025) Malaysia Generation Z’s Perception of Opinion Leaders’ Credibility on Short-Form Video Content. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study investigates Malaysian Generation Z’s perceptions of opinion leaders’ credibility within TikTok short-form video content. Recognizing the growing influence of digital media platforms, particularly TikTok, the research examines how opinion leaders, both formal and informal, affect trust, engagement, and persuasiveness among Malaysian Gen Z users aged 18 to 27 in Setapak, Kuala Lumpur. Guided by the Two-Step Flow Theory and Uses and Gratifications Theory, the study employs a qualitative methodology, conducting in-depth semi-structured interviews with 11 active TikTok users. Findings reveal that credibility is based on expertise, authenticity, and relational familiarity, while trust is influenced by social proof and perceived similarity. Although short-form videos enable quick communication, they limit depth, requiring ongoing interaction to build trust. These insights offer valuable strategies for content creators, marketers, and platform developers to enhance engagement with Generation Z on TikTok. Limitations include sample size and scope, suggesting future research on broader demographics and algorithmic effects. This study contributes to a deeper understanding of digital influencer impact on Malaysian Gen Z