Social channels may dominate product discovery across Southeast Asia, but traditional word-of-mouth and third-party validation still dictate consumer trust, according to a joint study by PR agency Brazen APAC and media intelligence firm CARMA.The research reveals a sharp contrast in how audiences in Singapore and Malaysia encounter brands versus how they evaluate their credibility, highlighting a growing split between social media reach and purchasing confidence.The Trust Gap in Brand DiscoveryWhile 61% of survey participants cite social networks as their primary discovery tool—far outstripping personal experience (32%) and digital reviews (30%)—top-of-funnel visibility rarely translates into direct trust.• High-Credibility Formats: User-generated customer content proved most persuasive, with 35% of respondents rating it highest for credibility, followed by expert-led reviews at 30%.• Low-Credibility Formats: Content generated directly by brands or sponsored influencers trailed significantly, each securing just 12% of consumer trust.• Voice Preference: Everyday users emerged as the most reliable spokespeople for 61% of respondents, vastly outranking micro-influencers (17%) and high-profile celebrities (15%)."Influence has not faded; it has matured. Consumers still discover through the biggest channels, but they decide through the most credible ones," said Angeline Tan, General Manager of Brazen APAC. "The strongest strategies understand the role each voice plays, from creating initial interest to providing the proof that turns attention into action."Regional Divergence: Singapore vs. MalaysiaThe data exposes distinct behavioral differences between the two neighboring markets, challenging standard regional marketing templates.In Singapore, peer validation holds sway: 41% of consumers prioritize customer-generated content for proof, compared to only 20% who look to industry experts. Conversely, Malaysian consumers lean heavily on authority, with 41% prioritizing expert validation over customer reviews (28%)."Regional campaigns still treat Singapore and Malaysia as two versions of the same audience. The data says otherwise," Tan noted. "Consumers in both markets want authenticity, but Singapore looks to other customers for proof, while Malaysia places greater weight on expertise."Overall, 46% of respondents across both nations indicated they trust relatable, grounded brand identities over those emphasizing luxury or aspiration (14%).The Impact of Generative SearchThe findings coincide with a broader shift in digital discovery driven by artificial intelligence. Related research from CARMA indicates that 70% of consumers across G20 nations now utilize AI-powered tools to evaluate corporate offerings, shifting search behavior from keyword-based queries to conversational prompts.Because large language models rely overwhelmingly on earned media, editorial coverage, and authoritative review databases for over 80% of their citations, the report emphasizes that third-party credibility will prove critical for brand visibility in AI-driven search environments.(Image by Pixelkult from Pixabay)

Brazen MENA, ranked among the 100 Best PR Agencies in the World*, has officially launched in Asia Pacific with offices in Singapore and Kuala Lumpur, and the appointment of Angeline Tan (pictured left) as General Manager, APAC.Tan brings 19 years of experience across integrated communications, brand reputation and business growth in Asia Pacific, EMEA and beyond. She has built and protected the reputations of leading brands across the region and understands how culture, media and commercial reality intersect in each APAC market, and how global expertise is made to work at a local level. Throughout her career, Tan has led communications strategies and creative production for global and regional brands, including Netflix, Dutch Lady Malaysia (part of the global dairy leader FrieslandCampina), and consumer health company Haleon. She has also been named a judge for the 2026 Asia-Pacific SABRE Awards, the region’s benchmark for excellence in public relations.“In a region as diverse as APAC, the most powerful stories are shaped with both insight and cultural understanding,” said Angeline Tan, General Manager, APAC. “Brazen has built its reputation on doing things the right way, with strategy, intelligence and genuine care for clients. Communications here need cultural fluency and strategic depth, underpinned by real data. I am proud to lead the agency’s next chapter in Asia Pacific.”Brazen MENA enters APAC with a track record built over more than a decade in the Middle East, where the agency has represented over 500 brands across luxury, lifestyle, hospitality, fashion, beauty, corporate, and government sectors. Global clients, including Marriott, Abercrombie & Fitch, SKIMS, Hilton, Veuve Clicquot, and Raffles, have trusted Brazen MENA to build and protect their reputations in competitive, fast-moving markets.The agency has already begun building its APAC portfolio. Brazen MENA & APAC is now working with Bosom, a maternal-care platform that connects mothers to trusted lactation and mental health specialists through secure consultations. This reflects the quality of work Brazen MENA is known for: representing brands with a clear point of view that operate in categories where credibility and trust are commercial drivers.As part of RAIYN, the trust-led communications network of more than 700 professionals across MENA and beyond, Brazen MENA & APAC gives clients in the region access to an integrated platform spanning strategy, creativity, digital, and intelligence. RAIYN operates within News Group International, which also owns CARMA, the global media intelligence company, meaning every client engagement is underpinned by real-time data, analysis and insight from day one."APAC is one of the most exciting regions in the world - fast-moving, reputation-conscious and home to some of its most ambitious brands. It demands cultural fluency, strategic depth and communications built on insight. That is what we have spent more than a decade delivering for some of the world's most recognised brands, and that is what Angeline and the team will bring to clients here,” said Louise Jacobson, Managing Partner, Brazen MENA & APAC.