Validating a Multidimensional Instrument for Measuring Key Opinion Leader (KOL) Collaboration Effectiveness in Malaysia’s Cosmetic Industry

Abstract

This study aimed to develop and validate a reliable measurement instrument to assess the effectiveness of Key Opinion Leader (KOL) collaborations in Malaysia’s cosmetic industry. Grounded in source credibility theory and influencer marketing frameworks, the study identified five core constructs Expertise, Trustworthiness, Attractiveness, Content Quality, and Engagement as determinants of KOL influence on consumer perception and purchase intention. A comprehensive literature review revealed gaps in culturally relevant instruments that reflect the multidimensional nature of influencer effectiveness within Southeast Asian markets. A multi-stage quantitative design was employed. Item generation combined theory, industry metrics, and expert interviews. Data were collected from 420 Malaysian social media users aged 18 and above who had interacted with cosmetic-related KOL content in the previous six months. The validation process followed rigorous psychometric protocols, including exploratory and confirmatory factor analyses. The results indicated robust factor loadings (≥ 0.67), Composite Reliability (CR ≥ 0.86), and Average Variance Extracted (AVE ≥ 0.55) across all constructs, confirming satisfactory internal consistency, convergent validity, and discriminant validity. Trustworthiness and Expertise emerged as the most influential determinants of consumer trust and purchase intention, while Content Quality and Engagement highlighted the significance of authenticity and interaction in digital persuasion. The study concludes that the validated instrument provides a reliable framework for evaluating and optimizing KOL partnerships within Malaysia’s beauty sector. It contributes theoretically by integrating credibility and engagement dimensions into influencer marketing models, and practically by enabling firms to align digital strategies with sustainable marketing objectives. This research supports UN Sustainable Development Goal (SDG) 9 (Industry, Innovation and Infrastructure) and SDG 12 (Responsible Consumption and Production) by promoting ethical, transparent, and data-driven collaborations that foster sustainable corporate growth.