MALAYSIA'S NATIONAL IMAGE PORTRAYED BY SOCIAL MEDIA INFLUENCERS VIA DOUYIN: THE DUAL APPEAL OF LIVABILITY

A nation's image constitutes a critical determinant of its international standing, with livability dimensions of national image increasingly shaping migration flows, investment decisions, and tourism attraction. This study examines how China’s social media influencers portray Malaysia's livability as a key component of its national image via Douyin. Through qualitative content analysis of 80 videos from prominent social media influencers, this research identifies two predominant framing themes: development-oriented resource allocation and harmonious social atmosphere. The first theme illuminates structural elements underpinning Malaysia's livability proposition, including its education system, favorable business environment, and competitive cost of living. The second theme emphasizes Malaysia's political stability and community spirit, highlighting the nation's social cohesion. These complementary narratives collectively portray Malaysia as a livable destination that successfully balances material development with societal harmony. The findings contribute to the emerging discourse on digital diplomacy and the role of non-state actors in national image construction, offering theoretical insights into how social media influencers shape international perceptions from a personal perspective.