Social media has transformed how trust and credibility are formed within contemporary digital communication environments, particularly in health-related industries. In Malaysia, the rapid growth of the health supplement market has coincided with the rise of entrepreneur-influencers who simultaneously function as business owners, brand representatives, and online opinion leaders (Cao & Nguyen, 2025; Kasuma, 2024; Sabia et al., 2025). Because health supplements are often difficult for consumers to independently evaluate, audiences increasingly rely on digital communication cues when judging product legitimacy, safety, and authenticity (Rozaimie & Jong, 2024; Roziman et al., 2024).
The influence of entrepreneur-influencers has become especially significant within Malaysia’s supplement industry, which operates within a socially sensitive and tightly regulated environment. Public concerns regarding misleading health claims, counterfeit products, and online misinformation have increased the importance of trust-based communication (Pollack et al., 2017; Singh et al., 2024; Zhao et al., 2023). At the same time, social media audiences increasingly expect entrepreneurs to appear transparent, accessible, and personally accountable online. As a result, communication within this sector extends beyond conventional marketing and becomes closely tied to public trust and reputational legitimacy.
Despite growing research on influencer communication and digital marketing, much of the existing literature focuses on audience outcomes such as engagement, purchase intention, and perceived credibility (Cao & Nguyen, 2025; Hasim & Mahbob, 2025; Widodo et al., 2025). Less attention has been given to how entrepreneur-influencers themselves experience the pressures of online visibility, public skepticism, and regulatory expectations. Existing studies also tend to treat credibility as a stable branding outcome rather than an ongoing and negotiated process shaped by audience interaction, platform systems, and reputational risk.
This limitation reveals an important gap within uses and gratifications theory and brand image theory. Traditional uses and gratifications theory research primarily examines how audiences consume media to satisfy informational or emotional needs (Katz et al., 1973), while brand image theory generally assumes that organizations can strategically manage brand meaning through communication (Keller, 1993). However, these frameworks provide limited explanation of how entrepreneur-influencers actively construct and maintain credibility in digital spaces shaped by uncertainty, surveillance, and public scrutiny. Within Malaysia’s supplement industry, communication is not only persuasive but also defensive, as entrepreneurs must balance authenticity, visibility, compliance, and commercial survival simultaneously.
To address this gap, the present study adopts a uses and gratifications theory approach to explore how Malaysian supplement entrepreneurs interpret their communication experiences within complex digital environments. Interpretive phenomenological analysis is particularly suitable because it focuses on lived experience and meaning-making within socially significant situations (Matz, 2024; Taylor et al., 2023). Rather than examining audience reactions alone, we investigate how entrepreneur-influencers themselves experience credibility work, emotional pressure, and public accountability in everyday digital communication practices. The study is guided by the following research questions:
RQ1: How do Malaysian supplement entrepreneurs interpret and manage trust and credibility within digital communication environments shaped by public scrutiny and regulatory pressure?
RQ2: How does an interpretive phenomenological analysis approach reveal the emotional and strategic dimensions of digital entrepreneurial communication that are often overlooked in audience-centered research?
This study contributes to public opinion and digital communication research in several ways. First, it shifts attention from audience reactions toward the lived experiences of entrepreneur-influencers who actively shape public perceptions of trust and legitimacy online. Second, it extends existing discussions of uses and gratifications theory and brand image theory by examining credibility as an ongoing and negotiated communicative process rather than a fixed branding outcome. Finally, by focusing on Malaysia’s health supplement industry, the study offers context-specific insight into how public trust is constructed within digitally mediated and semi-regulated communication environments.
Literature Review
The growth of social media commerce has transformed how trust and credibility are negotiated within digital communication environments. In Malaysia’s health supplement industry, entrepreneur-influencers increasingly shape public perceptions of product legitimacy, safety, and authenticity through highly visible online communication. Despite growing research on influencer marketing and digital entrepreneurship, existing studies remain divided on how credibility is formed in digital spaces. Some scholars emphasize authenticity and relational engagement as the basis of audience trust (Widodo et al., 2025), while others argue that online credibility is increasingly shaped by algorithmic visibility, platform governance, and commercial pressure (Caplan, 2023; Chan et al., 2025). Although these studies contribute important insight into audience behavior and branding practices, they provide limited understanding of how entrepreneurs themselves experience the pressures of maintaining public trust in regulated online environments. These tensions within existing research suggest the need to better understand not only how audiences interpret digital communication, but also how entrepreneurs themselves strategically shape communication practices to maintain legitimacy and audience reassurance within uncertain online environments.
Uses and Gratifications Theory: From Audience Consumption to Credibility Design
Previous studies also present contradictory views of authenticity. Some scholars describe authenticity as a natural outcome of personal storytelling, while others argue that authenticity has become increasingly strategic and commercially managed within platform-driven environments (Yang et al., 2021; You et al., 2024). However, limited research examines how entrepreneur-influencers themselves actively construct reassurance and credibility in response to public skepticism. This study extends uses and gratifications theory by shifting attention from passive audience gratification toward active gratification design. In this context, entrepreneur-influencers strategically construct emotional reassurance, trust, and relatability to maintain credibility within uncertain digital environments.
Brand Image Theory: From Controlled Branding to Negotiated Credibility
Brand image theory conceptualizes brand perception as a network of associations linked to trust, quality, and reputation (Keller, 1993). Traditionally, brand image theory assumes that organizations can manage brand meaning through planned communication and symbolic positioning (Hoeffler & Keller, 2002). However, digital communication environments increasingly challenge this assumption.
The rise of entrepreneur-influencers has blurred the distinction between personal identity and brand identity, making credibility more unstable and publicly contested (Ashaari & Yusoff, 2025; Widodo et al., 2025). Audiences no longer passively receive communication but continuously evaluate and reinterpret online content through comments, reposts, and public discussion. Platform algorithms further intensify reputational risk by shaping online visibility and audience reach (Caplan, 2023).
Earlier studies often treat certification and compliance as technical indicators of legitimacy (Pauzi et al., 2019). However, more recent research suggests that these markers also function rhetorically by shaping public trust and moral credibility (Kassim et al., 2025). Despite this shift, limited attention has been given to how entrepreneurs themselves experience the pressure of maintaining legitimacy under constant public scrutiny.
The Entrepreneur-Influencer as a Credibility Actor
A further limitation within existing literature is the tendency to classify influencers primarily according to follower size while overlooking differences in accountability and communicative responsibility (Tanwar et al., 2024). Entrepreneur-influencers differ from conventional influencers because they are directly responsible for the products, claims, and reputational consequences associated with their communication (Sabia et al., 2025). Their visibility carries not only commercial expectations but also legal, ethical, and emotional pressures.
This study addresses that gap by examining entrepreneur-influencers as credibility actors operating within digitally mediated public spaces. By integrating uses and gratifications theory, brand image theory, and interpretive phenomenological analysis, the study shifts attention from audience response alone toward the lived experience of credibility construction. In doing so, it offers a more context-sensitive understanding of how public trust is negotiated within Malaysia’s evolving digital communication environment.
Methodology
We employed interpretive phenomenological analysis to explore how Malaysian supplement entrepreneurs experience and interpret trust, credibility, and public scrutiny within digital communication environments. Interpretive phenomenological analysis is suitable for examining complex lived experiences because it focuses on how individuals make sense of socially and emotionally significant situations (Matz, 2024; Young et al., 2025). The approach is particularly relevant in this study, where entrepreneur-influencers operate within highly visible online spaces shaped by regulatory pressure, audience skepticism, and platform uncertainty. Interpretive phenomenological analysis also emphasizes the double hermeneutic process, in which participants attempt to interpret their own experiences while the researcher interprets those meanings within a broader social and communicative context (Taylor et al., 2023).
Participants were selected through purposive sampling. To ensure direct relevance to the research questions, participants were required to be both active business owners and the primary public communicators of their brands. This enabled the study to capture firsthand experiences of managing trust and credibility in digital environments. Twelve participants from five Malaysian supplement companies were recruited. The sample size aligns with interpretive phenomenological analysis’s idiographic orientation, which prioritizes depth of interpretation over broad generalization while still allowing meaningful cross-case analysis (Garud et al., 2018; Zayadin et al., 2020).
Data were collected through semi-structured, in-depth interviews conducted between December 2024 and March 2025. Interviews were carried out either face-to-face or through video conferencing, depending on participant availability. Open-ended questions encouraged participants to reflect on communication practices, emotional pressures, audience reactions, and regulatory concerns (Saunders et al., 2015). Interviews were conducted in English or Malay based on participant preference, audio-recorded with consent, and transcribed verbatim.
Data analysis was conducted using NVivo 14 through a four-stage iterative process: familiarization with transcripts, initial coding, development of interpretive themes, and cross-case analysis to identify recurring patterns while preserving individual meaning (Mortelmans, 2019; Vignato et al., 2022). Rather than focusing solely on descriptive categories, the analysis examined how participants interpreted visibility, responsibility, uncertainty, and credibility within their everyday communication experiences.
To strengthen trustworthiness, reflexive journaling was maintained throughout the research process to document interpretive decisions and examine how the researcher’s prior understanding of digital communication and influencer culture may have shaped the analysis (Johnson et al., 2020). Member checking was also conducted by inviting participants to review preliminary interpretations, while selected social media content was examined to compare interview accounts with observable communication practices. Ethical approval was granted by the Universiti Malaya Research Ethics Committee (Reference No. UM.TNC2/UMREC_4080), and all participants provided informed consent prior to participation.
Results
This section presents the lived experiences of Malaysian supplement entrepreneurs in managing trust, credibility, and public visibility within digital communication environments. The findings highlight how participants interpreted audience expectations, platform pressures, and regulatory concerns while maintaining online legitimacy. Analysis of the interviews identified six recurring themes related to identity, communication strategy, emotional pressure, trust-building, and content management within Malaysia’s digital supplement industry.
Table 1 presents the profiles of the participants involved in the study. The participants represented different communication and managerial roles within the supplement industry, providing diverse perspectives on how trust and credibility are negotiated in digital spaces.
Table 2 shows the alignment between the research questions, interview focus, and themes generated through the interpretive phenomenological analysis. The themes emerged from participants’ reflections on trust-building, communication pressures, audience expectations, and regulatory concerns within digital entrepreneurial communication.
Analysis of the interviews identified six recurring themes related to identity, trust-building, communication management, emotional pressure, and regulatory concerns within digital entrepreneurial communication. The themes emerged from participants’ reflections on maintaining credibility while adapting to platform demands, regulatory concerns, and changing audience behavior. Although presented separately for clarity, participants frequently described these experiences as overlapping within their everyday communication practices.
Theme 1: Identity-Based Trust
Participants viewed credibility as closely connected to personal identity. Many believed audiences trusted entrepreneurs who appeared emotionally genuine and personally connected to their products. Trust was built through visibility, consistency, and lived experience rather than branding alone.
When people buy health supplements, they are not only judging the product. They are judging the person behind it. I realized very early that if audiences do not trust me personally, they will never fully trust what I sell. That is why I share my own health journey and daily experiences online. Sometimes it feels uncomfortable because people want to know everything about your lifestyle, but at the same time, that openness is what makes them believe you are genuine. (P1)
Customers always want proof that I personally use the product and believe in it myself. They ask questions about my routine, my family, and even my eating habits. At first, I thought this was unnecessary, but over time I understood that audiences are looking for honesty and consistency. They want to feel that the entrepreneur is real and not simply trying to make money online. (P7)
Participants in this study experienced authenticity as an ongoing responsibility that required emotional openness and public accountability. These experiences suggest that trust is shaped not only through branding techniques but also through continuous personal visibility and relational accountability.
Theme 2: Negotiating Relatability and Professionalism
Participants described communication as a constant negotiation between appearing relatable and remaining professionally responsible. Different platforms required different communication styles, forcing participants to continuously adjust tone, language, and presentation.
Every platform has a different audience expectation. On TikTok, people prefer casual communication and short videos that feel entertaining. But when I communicate with business partners or healthcare professionals, I need to sound more structured and professional. Sometimes I feel mentally tired because I am constantly adjusting how I speak, how I present myself, and even how I react online depending on who is watching. (P3)
Social media rewards fast and entertaining content, but health communication is sensitive. One careless sentence can create misunderstanding very quickly. I always think carefully before posting because even if your intention is good, audiences may interpret your message differently, and that can affect public trust. (P10)
However, participants described strong pressure to remain engaged while avoiding communication that could damage credibility or create legal concerns. These findings show that credibility depends not only on authenticity but also on the ability to adapt communication across different audiences and digital spaces.
Theme 3: Content Creation as Reassurance
Participants explained that content creation involved more than attracting audience attention. Communication was carefully designed to reduce skepticism and reassure audiences about product safety and legitimacy.
If I only share scientific facts or technical explanations, most people lose interest very quickly. But if I explain health issues using simple stories or relatable examples, audiences stay engaged longer and feel more comfortable asking questions. Sometimes I worry that simplifying information too much may sound less professional, but if the message feels too complicated, people will ignore it completely. (P6)
Audiences today are very skeptical, especially about supplements. They do not trust information immediately. They want emotional connection first before they believe what you say. That is why storytelling is important. When people feel emotionally connected, they become more open to listening and understanding. (P9)
However, participants in this study viewed content as a form of reassurance shaped by public distrust toward online health products. These findings suggest that entrepreneurs actively design communication to create emotional reassurance and reduce uncertainty within highly skeptical digital environments.
Theme 4: Negotiating Trust and Credibility
Participants described trust as something that required continuous maintenance through visibility, responsiveness, and interaction. Official certifications such as Ministry of Health approval and halal labeling were considered important, but participants believed audiences still expected emotional reassurance and personal accountability.
Even if a product has official approval, audiences still ask many questions because there are too many fake or misleading products online now. People want to see whether I personally believe in the product and whether I am willing to stand behind it publicly. Sometimes I feel that audiences trust the entrepreneur more than the certification itself. (P2)
If we disappear from social media for too long or fail to respond to comments, people immediately become suspicious. Audiences expect constant communication because silence can easily be interpreted as dishonesty or avoidance. Maintaining trust online requires continuous presence. (P8)
In contrast, participants in this study described certification as only one part of a broader trust-building process shaped by audience skepticism and public scrutiny. These experiences show that credibility within digital environments is relational and continuously negotiated rather than fixed through branding alone.
Theme 5: Platform Pressure and Emotional Labor
Participants described strong emotional pressure caused by unpredictable platform algorithms and constant public visibility. Many experienced anxiety regarding audience reach, engagement, and reputational risk.
The algorithm changes very suddenly, and sometimes you do not understand why your content stops performing well. One week your engagement is strong, and the next week almost nobody sees your posts. It creates stress because your business depends heavily on visibility, but at the same time, you have very little control over the platform itself. (P11)
One negative comment can spread extremely fast online. Even if the accusation is not accurate, public trust can disappear very quickly. Because of that, I constantly monitor comments and reactions. It becomes emotionally exhausting because you always feel pressured to avoid mistakes. (P4)
Participants often interpreted audience silence, declining engagement, or negative comments as signs of weakening public trust. From their perspective, online visibility became closely tied to personal legitimacy and business survival. Several participants described becoming increasingly cautious about how they communicated online because even minor public reactions could influence audience confidence and brand credibility.
Theme 6: Defensive Communication Practices
Participants developed cautious communication practices to reduce reputational and regulatory risk. Several described carefully filtering language, monitoring audience reactions, and preparing responses before posting content online.
We cannot communicate carelessly in this industry because audiences are very sensitive to health claims. Even when the information is accurate, the wording still matters. I always think about how the public may react because online criticism can spread very quickly and affect brand credibility. (P5)
I avoid using strong medical words such as ‘cure’ or ‘guarantee’ because one wrong phrase can create serious legal and reputational problems. Before posting anything, we discuss carefully how audiences and regulators may interpret the message. Sometimes we rewrite captions many times just to avoid misunderstandings. (P12)
These findings reveal that communication within Malaysia’s supplement industry involves continuous efforts to manage reputational vulnerability, audience scrutiny, and regulatory sensitivity.
Discussion
The findings suggest that digital entrepreneurial communication within Malaysia’s health supplement industry is experienced as continuous credibility work rather than routine promotional activity. Participants frequently described feeling responsible not only for selling products but also for maintaining public trust within highly visible and uncertain digital environments. Unlike earlier studies that primarily focus on audience engagement, purchase intention, or influencer effectiveness (Cao & Nguyen, 2025; Widodo et al., 2025), our study highlights how entrepreneur-influencers experience emotional pressure, reputational vulnerability, and constant self-monitoring while communicating online. Credibility was not experienced as a stable branding outcome but as something fragile that required ongoing visibility, responsiveness, and personal accountability.
Existing studies also frame authenticity primarily as a strategy for increasing audience engagement, while treating certification and compliance as technical indicators (Pauzi et al., 2019; Yang et al., 2021). Participants experienced authenticity as an ongoing form of emotional responsibility and public accountability. Participants also described platform algorithms and online visibility as emotionally demanding and unpredictable, extending earlier discussions of algorithmic governance in digital communication (Caplan, 2023; Chan et al., 2025). While earlier studies often portray influencer communication as informal and relationship-driven (Tanwar et al., 2024; Widodo et al., 2025), participants in this study described communication as a continuous balancing process between audience relatability, professional responsibility, and reputational risk. In this sense, the findings shift attention from audience perception alone toward the lived experiences of entrepreneurs who actively negotiate public trust through everyday communication practices.
The findings also offer additional insight into uses and gratifications theory and brand image theory. Traditional uses and gratifications theory research largely explains how audiences consume media to satisfy informational and emotional needs (Katz et al., 1973). However, participants in this study described actively shaping communication to reduce skepticism, strengthen reassurance, and maintain emotional connection with audiences. Communication was therefore experienced not only as information sharing but also as an ongoing effort to manage uncertainty and sustain credibility. Similarly, while brand image theory often assumes that trust can be maintained through branding consistency and strategic communication (Keller, 1993), participants described credibility as unstable and continuously negotiated through interaction, visibility, and audience response. These findings suggest that credibility within digital entrepreneurial communication is relational, publicly contested, and closely shaped by platform dynamics and social interpretation.
The study also highlights the emotional dimension of digital entrepreneurial communication, which remains underexplored within existing literature. Participants frequently interpreted audience silence, declining engagement, or negative comments as indicators of weakening public trust and legitimacy. Online visibility became closely connected to business survival, creating ongoing anxiety regarding public reaction and reputational risk. The findings also reflect broader changes in how public trust is negotiated within digitally mediated health communication environments in Malaysia. Entrepreneur-influencers increasingly operate as visible public communicators whose online behavior shapes audience perceptions of legitimacy, transparency, and accountability. In this context, digital entrepreneurial communication becomes closely connected to public opinion formation, particularly in industries involving health-related claims and consumer uncertainty.
Conclusion
This study explored how Malaysian supplement entrepreneurs navigate public scrutiny, audience expectations, and online communication within highly visible digital environments. Using an interpretive phenomenological analysis approach, the findings suggest that digital entrepreneurial communication involves continuous emotional, relational, and reputational work rather than promotional activity alone. The study offers additional insight into uses and gratifications theory and brand image theory by highlighting how audience reassurance, legitimacy, and relational accountability are actively negotiated through everyday communication practices. The findings also emphasize the growing role of entrepreneur-influencers as public-facing actors who shape perceptions of authenticity and legitimacy within health-related digital communication. However, the study reflects experiences within the specific socio-cultural and regulatory context of Malaysia’s supplement industry and should not be generalized to all Asian digital markets. Future research may examine how similar communicative pressures emerge across different industries, countries, and platform environments.