Exploring Gen Z’s career decision-making: a case study of higher education institutions in Malaysia

The rise of new forms of employment has significantly contributed to the growth of the gig economy, where workers, often freelancers, engage in brief, temporary tasks or agreements independently or with multiple employers. This case study aims to explore Higher Education Institution (HEI) students' perceptions of social media influencing a career choice within the gig economy using a qualitative approach. Data was collected through semi structured interviews with 30 participants from three Malaysian HEIs and analysed using thematic analysis. The analysis revealed a complex landscape of opinions, highlighting the allure and challenges of this career path. Key themes identified from the thematic analysis include career viability, social perception, sustainability, excitement factors, advantages, and disadvantages. While the potential for fame and financial reward is acknowledged, concerns about job security and online harassment are also prominent. This duality underscores the need for a balanced and strategic approach to pursuing a career in social media influencing.