The Multidimensional Influence of Beauty Influencers: An Empirical Study on Brand Image Formation among Malaysian Generation Z

Authors

  • Mui Ling Dyana Chang Centre for the Promotion of Knowledge and Language Learning, Universiti Malaysia Sabah, Malaysia
  • Nelson Lajuni Faculty of Business, Economics & Accountancy, Universiti Malaysia Sabah, Malaysia
  • Kelvin Yong Centre for the Promotion of Knowledge and Language Learning, Universiti Malaysia Sabah, Malaysia

Keywords:

Influencer marketing, beauty influencers, brand image, source credibility, generation Z, PLS-SEM, Malaysia, social media

Abstract

In the rapidly evolving digital landscape of Malaysia, beauty influencers have emerged as pivotal figures in shaping consumer perceptions, particularly among the digitally native Generation Z. This study aims to investigate the mechanisms by which beauty influencers influence brand image formation among Malaysian Gen Z consumers. Utilizing a quantitative, cross-sectional research design, data was collected from 112 respondents and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that an influencer’s Appearance, Behavior, and Personality all significantly contribute to Brand Image, with Behavior emerging as the most decisive factor (β = 0.283, p < 0.01). These findings suggest that authentic behavior and transparency are more critical than physical aesthetics for brand positioning in the Southeast Asian market.

Author Biographies

Mui Ling Dyana Chang, Centre for the Promotion of Knowledge and Language Learning, Universiti Malaysia Sabah, Malaysia

dyana@ums.edu.my

Nelson Lajuni, Faculty of Business, Economics & Accountancy, Universiti Malaysia Sabah, Malaysia

nelsonl@ums.edu.my

Kelvin Yong, Centre for the Promotion of Knowledge and Language Learning, Universiti Malaysia Sabah, Malaysia

kelvinyong@ums.edu.my

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Published

2026-05-07

Issue

Vol. 5 No. 1: March (2026)

Section

Articles