Trust and Credibility in Digital Entrepreneurial Communication: An Interpretive Phenomenological Analysis Study of Malaysian Supplement Entrepreneurs

Digital entrepreneurs in Malaysia’s health supplement industry increasingly influence how online audiences evaluate trust, credibility, and product legitimacy. However, existing research on influencer communication largely focuses on audience behavior while giving less attention to how entrepreneurs themselves experience public scrutiny, platform pressure, and credibility management. This study explores the lived experiences of Malaysian entrepreneur-influencers operating within the health supplement sector using an interpretive phenomenological analysis approach. Twelve in-depth interviews were conducted with entrepreneurs and communication managers from five supplement companies in Malaysia. The findings show that digital communication within this industry extends beyond promotional activity and involves continuous efforts to maintain public trust, emotional visibility, and reputational legitimacy. Participants described balancing personal authenticity with professional responsibility while adapting to audience expectations, platform changes, and regulatory concerns. Many also experienced emotional fatigue, self-monitoring, and anxiety associated with maintaining online credibility in highly visible digital spaces. The findings offer additional insights into uses and gratifications theory by showing how entrepreneurs actively design communication to reduce audience uncertainty and strengthen trust. The findings also suggest that credibility is continuously negotiated through interaction, visibility, and public response rather than controlled through branding alone. More broadly, the study highlights the growing role of entrepreneur-influencers as credibility actors within Malaysia’s evolving digital public sphere.