I Desire to View Your Posts Again and Again: Instagram Mega-Influencers and their Implications for Personal Data Protection in Malaysia

This study aims to examine the effects of Instagram mega influencers from interactivity and engagement point of views on the personal data protection in Malaysia. As a conceptual paper, this research explores the factors of beauty products by evaluating Instagram mega influencers’ characteristics as a predictor which influence on personal data protection. This study covers quantitative research. All the respondents are recruited on a voluntary basis. This study's target respondents are Malaysian Instagram mega influencers with over one million followers who are involved with beauty products. In this research, the lowest respondents from the individual Internet users are not predicted to be less than 200. Multiple regression analysis will be employed to elucidate the relationship between the variables to obtain an equation that represents the best prediction of dependent variable from the independent variable. Considering the nature of the study, the complexity of the research model and the relatively small sample size, Partial Least Squares (PLS) are selected as the statistical tool to analyse the quantitative data. The findings of this study are anticipated to provide practitioners in the e-marketing sector with valuable insights on the significance of Instagram mega influencers by examining their impact on the protection of personal data in beauty products.