The Influence Of Visual Communication And Social Media Usage On Communication Styles: A Study Of Malaysian Generation Z

Nathasya Mohd Kamal* ORCiD ,
Wan Nor Hidayah Wan Afandi ,
Nurul Zaitul Itri Alias ,
Aida Zuliyana Ahmad Anuar

Abstract

Communication styles reflect how individuals express themselves through verbal and nonverbal cues. This study investigates the relationship between visual communication, social media usage, and communication styles among Generation Z (Gen Z) in Malaysia. Grounded in Social Identity Theory (SIT), the study explores how digital tools shape Gen Z’s self-expression and interpersonal interactions. A quantitative survey was conducted among 336 undergraduates from the Faculty of Arts and Social Sciences, Universiti Malaya. The data was analysed using descriptive statistics and Pearson’s correlation. Results indicate a significant positive relationship between visual communication and communication styles (r = .544, p < 0.05), as well as between social media usage and communication styles (r = .738, p < 0.05). These findings suggest that visual culture and social media practices strongly influence how Gen Z develops and adapts their communication patterns. Beyond theoretical contributions to SIT, the study highlights practical implications for educators and employers in designing effective engagement strategies for Gen Z. Future research may further examine rural–urban differences and cross-generational comparisons in communication practices.

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Publication Date

01 September 2026

Article Doi

https://doi.org/10.15405/epsbs.2026.09.61

eBook ISBN

-

Publisher

European Publisher

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-

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Edition Number

1st Edition

Pages

1-1

Subjects

Accounting and Finance, Business and Management, Communication, Law and Governance

Cite this article as:

Mohd Kamal*, N., Wan Afandi, W. N. H., Alias, N. Z. I., & Ahmad Anuar, A. Z. (2026). The Influence Of Visual Communication And Social Media Usage On Communication Styles: A Study Of Malaysian Generation Z. In Y. Naoyuki, A. Peng Hwa, & J. Matthes (Eds.), GLY-Upcoming Volume: Innovating Together: The Convergence of Management, Communication, and The Digital Transformation, vol -. European Proceedings of Social and Behavioural Sciences (pp. 0-0). European Publisher. https://doi.org/10.15405/epsbs.2026.09.61

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