Nur Widad Roslan, *Muhammad Irsyad bin Zulkifli, Mohamed Hamzani bin Mohamed Izzamudin, Nur Maisarah Roslan

Abstract:

This research explores the impact of social media and the pursuit of fame among Malaysian social media influencers through the lens of Uses and Gratifications Theory (UGT) and Agenda Setting Theory (AST). With the rising dominance of platforms like TikTok and Instagram, influencers have become key drivers in shaping online discourse and driving consumer behaviour. The study employed a qualitative approach by interviewing six Malaysian micro-influencers to uncover their motivations, strategies, and the emotional realities behind their public personas. Findings reveal that influencers use social media primarily for self-expression, emotional gratification, and meaningful audience connection—aligning with UGT’s emphasis on personal satisfaction. Many influencers create lifestyle and wellness content rooted in authenticity, which strengthens follower loyalty and personal brand identity. Additionally, platform algorithms play a significant role in shaping content strategies and fame aspirations, reflecting AST’s proposition that media structures influence what is seen and valued.

Keywords: Social media, influencer, fame, uses and gratifications theory, agenda setting theory