The credibility of social media marketing; manipulating content by influencers / Hashima Mohaini Mohammad

Social media allows people to interact freely with others and offer various ways for marketers to reach and engage with consumers. Given the many ways social media can affect individuals and businesses alike, it is imperative that its content be advantageous to marketers and businesses. A large part of social media marketing is utilizing influencers across the media platforms. They allow the manipulation of content and at times alters their follower’s thoughts and judgements based on their own opinions and ideas. Using a qualitative approach, this study applies phenomenological method in collecting the data. As marketers and advertisers utilize influencers in changing consumer’s mindset and views, this study reflects on the future of social media marketing that lies on the credibility of influencers in manoeuvring marketing content.