E-commerce in Malaysia has witnessed remarkable expansion over the past decade, propelled by technological advancements, greater internet accessibility, and a shift in consumer preferences from traditional retail to online shopping. Malaysian consumers are increasingly drawn to the convenience, diverse product offerings, and competitive pricing available on social commerce platforms such as Facebook, Instagram, and TikTok. This trend has led brands and companies to adopt social media influencer marketing strategies over conventional marketing approaches. This paper aims to explore the relationship between Herbert Kelman’s (1953) Social Influence Theory which posits that individuals are influenced by the decisions of others perceived as competent, trustworthy and online shopping behavior. Utilizing a quantitative research design, data was gathered through a self-administered survey distributed via simple random sampling. A total of 350 were returned, yielding a response rate of 91 percent. The study focused on tech-savvy residents of Klang Valley who actively use social commerce platforms for online shopping. Results indicate a strong, significant positive relationship between influencer credibility and consumers’ online shopping decisions. These findings offer valuable insights for brands and marketers seeking to optimize their marketing strategies to enhance product sales and revenue.
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