The Role of Influencers in Shaping Political Participation Through Psychological Mechanisms

Abstract

The rise of social media influencers in Southeast Asia, particularly Malaysia, has significantly reshaped traditional modes of political engagement and communication. This study examines the psychological mechanisms through which influencers affect political participation, focusing on parasocial interaction, social identity formation, narrative persuasion, and heuristic processing. Using a qualitative, thematic content analysis of secondary data drawn from platforms such as Instagram, TikTok, and Facebook during Malaysia’s 15th General Election (GE15), the study explores how influencers frame political messages and mobilize their audiences across various demographic segments. The findings reveal that influencers serve as informal yet highly influential intermediaries of political content, particularly effective among younger, digitally native voters who often distrust or disengage from mainstream political actors. By leveraging emotional relatability, perceived authenticity, and real-time engagement, influencers play a pivotal role in shaping political awareness, opinion formation, and participatory behaviours. Additionally, the study considers the dual nature of this influence—highlighting both the potential for positive civic engagement and the risks associated with misinformation, performative activism, and political polarization. Ultimately, the paper underscores the growing importance of influencer-led advocacy in Malaysia's digital political landscape and emphasizes the urgent need for ethical guidelines and regulatory oversight to safeguard democratic discourse and ensure responsible political communication in the age of algorithm-driven influence.