From Scrolling to Self-Improvement: How Motivational TikTok Influencers Shape User Behaviour Among Young Malaysians Through the Lens of Social Influence Theory

Abstract

TikTok has grown from an entertainment platform into a space where young Malaysians turn for motivation, encouragement, and personal direction, yet most local research still frames the platform mainly around shopping and brand behaviour. This study looks instead at influencers who share motivational, non-commercial content, and asks how their videos change the way followers think and act, using Kelman's Social Influence Theory (compliance, identification, and internalisation) as the guiding lens. An exploratory qualitative design was adopted within an interpretivist-constructivist paradigm. Semi-structured interviews were carried out with five Malaysian TikTok users aged 18 to 30 - two motivational content creators and three regular followers - and the transcripts were examined using reflexive thematic analysis. The findings show that exposure to motivational TikTok content is associated with greater self-confidence, a more positive outlook, clearer goal-setting, and small but consistent changes in daily habits, such as revisiting a favourite video during a break or trying out advice in stages rather than all at once. Mapped against Social Influence Theory, these shifts appear at every level: some followers comply out of curiosity or short-term reward, others identify with a creator whose values feel familiar, and a smaller group internalise the message so that it continues to guide their choices even without further reminders. Three practical qualities - authenticity, consistency, and message clarity - emerged as what makes this influence last. The study extends Social Influence Theory beyond its usual commercial setting and offers early evidence that non-commercial influencer content can function as a low-cost, accessible source of everyday motivation for young Malaysians.