Likes, Shares, and Influence: The Impact of Social Media Celebrities on Secondary Students in Gombak

Abstract

In today’s digital age, social media influencers increasingly shape young people’s career aspirations and educational perspectives. This study examines how influencers impact the career and education choices of upper secondary students in Gombak, Malaysia. While prior research has focused on influencer marketing, few studies have explored their effects on students’ perceptions of education and careers. Using a survey of 439 students, this study distinguishes between influencers’ influence on lifestyle and on educational and career aspirations. Findings indicate that influencers inspire students with alternative success stories and non-traditional career paths, yet formal education remains highly valued. These results highlight the nuanced role of influencers in shaping students’ attitudes, suggesting that their impact is stronger on aspirations than on concrete educational decisions. The study underscores the need for educators and policymakers to integrate media literacy, career guidance, and youth-focused digital policies to help students critically navigate influencer content and align aspirations with realistic educational pathways.