Social Media Influencers Marketing in the Tourism Industry

Abstract

This chapter explores consumer and advertising-related laws in Malaysia and China that regulate social media influencers (SMIs) marketing in the tourism industry and aims to educate consumers in Malaysia and China on the potential risks of blindly trusting SMIs' posts while empowering them to make informed transactional decisions. It also seeks to inform key stakeholders, such as SMIs, brands, and tourism agencies, about the importance of complying with marketing and consumer laws in the tourism industry. The chapter emphasizes transparency, accuracy, and impartiality in all promotional activities. It highlights the crucial roles of enforcement authorities in monitoring compliance and enforcing laws related to SMIs marketing in the tourism industry. This chapter proposes several strategic recommendations while identifying possible challenges that may assist relevant regulatory bodies in Malaysia and China.