Comparative study on the impact of social media marketing on anti-corruption awareness between millennials and generation z in Malaysia

Heng, Kian Hou (2025) Comparative study on the impact of social media marketing on anti-corruption awareness between millennials and generation z in Malaysia. Final Year Project, UTAR.

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Abstract

Social media plays an important role in shaping awareness of social issues such as corruption among Millennials and Generation Z in Malaysia. As it is widely used for advocacy and public campaigns, this study examines how social media marketing elements which include platform type, content style, usage frequency, and influencer engagement to influence anti-corruption awareness, with a comparison between the two generational groups. This study adopts a quantitative research approach. Data were collected through a structured online questionnaire distributed via Google Forms, resulting in 200 valid responses from Millennials and Generation Z in Malaysia. The data were analysed using IBM Statistical Package for the Social Sciences (SPSS), using descriptive analysis to summarise respondents’ profiles and inferential analyses such as reliability testing, Pearson correlation, and multiple regression analysis to examine the proposed relationships. This research provides empirical insights into the role of social media marketing in enhancing anti-corruption awareness among young Malaysians. The findings offer practical implications for policymakers and advocacy organisations in designing more effective social media campaigns, while contributing to literature on digital advocacy and generational differences. Keywords: Anti-corruption Awareness, Generational Cohort, Type of social media platform used, Frequency of social media usage, Influencer Engagement, Type of Content, Anti-Corruption, Millennials and Generation Z, Malaysia

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