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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Ker-Sin Khoo

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Open access Sep 2026

Building trust with Gen Z on Instagram: Malaysian influencers’ strategies for authentic storytelling, engagement, communication, and honest brand promotion

Influencer marketing continues to expand rapidly in Malaysia, yet sustaining trust among Generation Z remains a persistent challenge. This qualitative study explores how Malaysian Instagram influencers build and maintain trust with Gen Z audiences through four interrelated practices: authentic personal storytelling, co...

Ker-Sin Khoo, Syed Muhammad Umer Saleem, K. Kanagalakshmi et al. · 0 citations

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