The Impact of Key Opinion Leader Marketing on Consumer Behavior

DOI

10.2991/978-2-38476-509-6_40How to use a DOI?

Keywords

Key Opinion Leader; Consumer Behavior; Marketing

Abstract

With the development of social media, marketing methods are currently shifting from traditional models to the interactive Key Opinion Leader (KOL) model. KOL marketing significantly contributes to boosting brand recognition and driving sales growth. In 2024, the scale of the KOL marketing market in China exceeded 380-billion-yuan, accounting for 42% of digital marketing investment. Through personalized communication and the fan economy effect, it has demonstrated remarkable effectiveness in brand expansion and sales growth. This article aims to analyze the impact of KOL marketing on consumer behavior and promote the development of KOL marketing. Through the analysis of some typical KOL marketing cases, this study proposes the influence path of KOL marketing on consumer decision-making. The research finds that KOL marketing affects consumer decision-making by influencing their impulsive psychology, and the matrix placement of KOL marketing precisely reaches consumers’ preferences, thereby promoting their purchases. For the limitations brought about in the KOL marketing process, such as homogenization and trust crisis, optimization suggestions are proposed. For instance, a KOL classification cooperation system should be established in relevant sections, and platforms should enhance their review processes, so as to promote the favorable development trend of KOL marketing.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Haiyang Zhang
PY  - 2025
DA  - 2025/12/15
TI  - The Impact of Key Opinion Leader Marketing on Consumer Behavior
BT  - Proceedings of the 2025 International Conference on Mental Growth and Human Resilience (MGHR 2025)
PB  - Atlantis Press
SP  - 369
EP  - 376
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-509-6_40
DO  - 10.2991/978-2-38476-509-6_40
ID  - Zhang2025
ER  -