Code-mixing by Malaysian Influencers for Product Endorsement on Instagram

Abstract

Social media spaces have expanded their function to become a platform for advertising and marketing. This study investigates the phenomenon of code-mixing by Malaysian influencers on Instagram in the context of product endorsements. This study aims to analyse the types of code-mixing practices employed and the underlying reasons for their use. The study adopts a qualitative research design, collecting data from five Malaysian influencers across various niches. Interviews were conducted with two of these influencers to gain insights into their language use strategies and corroborate the findings. The analysis, guided by Muysken's (2020) framework, identifies insertion, alternation, and congruent lexicalisation as the primary code-mixing categories. Findings indicate that influencers strategically use code-mixing to tailor their content to a multicultural audience, fostering a more personal connection and enhancing engagement. The study concludes that code-mixing is an effective linguistic strategy for influencers to connect with their diverse audience on a personal level, thereby improving the impact of their product endorsements. The research contributes to understanding language dynamics in digital marketing and the role of code-mixing in influencer marketing.