Digital Influence and Ethical Civic Content Creation on Social Media Platforms in Malaysia and Indonesia

Safiyyah Ahmad Sabri, Muhammad Raqib Mohd Sofian, Noor Adzrah Ramle, Siti Suriani Othman

Abstract


The rapid expansion of digital platforms has transformed how civic information is created, circulated, and consumed in Malaysia and Indonesia. As social media increasingly shapes public discourse, digital content creators play an influential role in informing civic participation while simultaneously raising concerns regarding misinformation, ethical responsibility, and public trust. This study examines how digital content creators navigate civic spaces within platform-driven communication ecosystems in Malaysia and Indonesia. Specifically, it identifies the mechanisms of digital influence employed by content creators, analyses the ethical challenges associated with civic content creation, and explores the implications of platform-driven communication for public trust and civic understanding. A qualitative research design was employed using document analysis and non-participant digital content observation. Civic-oriented content published on Facebook, Instagram, TikTok, YouTube, and X by selected Malaysian and Indonesian content creators was purposively sampled based on audience reach, engagement, and relevance to civic issues. The collected data were analysed using Braun and Clarke's thematic analysis to identify recurring patterns related to digital influence, ethical practices, and audience engagement. The findings reveal four major themes: strategic framing of civic narratives, algorithm-driven audience engagement, ethical tensions between influence and verification, and the negotiation of credibility within platform ecosystems. Content creators were found to balance audience engagement with factual accuracy while adapting their communication strategies to platform algorithms. However, algorithmic amplification and engagement-driven content frequently created tensions between speed, visibility, and ethical responsibility. The study recommends strengthening digital literacy, ethical content verification, and platform transparency to support responsible civic communication and enhance public trust in Malaysia and Indonesia.

 

Keywords: Digital influence, civic content creation, platform power, social media communication, Malaysia and Indonesia.

 

https://doi.org/10.17576/JKMJC-2026-4203-35


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References


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