Examining the knowledge gap of undergraduates awareness of the consumer protection act 1999 in relation to influencer marketing

Lim, Jia Yu (2025) Examining the knowledge gap of undergraduates awareness of the consumer protection act 1999 in relation to influencer marketing. Final Year Project, UTAR.

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Abstract

The rapid growth of influencer marketing on social media platforms has significantly shaped consumer behaviour, particularly among undergraduates who are active digital consumers. Despite this development, awareness of consumer rights under the Consumer Protection Act 1999 remains uncertain. This study aims to examine the knowledge gap among undergraduates regarding consumer protection in the context of influencer marketing in Malaysia. A qualitative research approach was adopted using semi-structured interviews with undergraduate students from selected universities. The data collected were analysed thematically to explore participants’ understanding of consumer rights, perceptions of influencer marketing practices, and awareness of legal responsibilities and protections. The findings reveal varying levels of awareness among undergraduates, with notable gaps in understanding legal obligations, misleading advertising practices, and available consumer remedies. This study contributes to the existing literature by highlighting the need for improved consumer education and clearer dissemination of legal information related to influencer marketing. The findings provide useful insights for educators, policymakers, and relevant stakeholders in strengthening consumer protection awareness and promoting more compliant digital marketing practices in Malaysia.

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