Key Opinion Leaders in Social Media Influence Path on Consumer Psychology and Coping Strategies of Brand Building

Zixian Feng

《Frontiers in Economics and Management》 2卷10期 (2021/10) Pp. 380-383

https://doi.org/10.6981/FEM.202110_2(10).0051

摘要

With the rise of various online social media such as Weibo and Xiaohongshu, many KOL s have gradually gained user attention and play different influence in the areas they are good at. This work we explore the reason why the market is launched and how KOL cater the need of consumer psychology. We discovered that KOL uses its own charm, credibility, or complementary to brand products, affecting the psychology of consumers.

關鍵字

Consumer ； Brand Building ； KOL ； Web Celebrity Economy

參考文獻

Yan Daocheng, Liu Zhen, Wang Miao (2018) Impact Path and Coping Strategy of Online Weibo Marketing on Audience's Consumption attitude.

Li Yingyu, Wang Yue, (2020) Brand Recognition Mechanism of ——Network Opinion Leader under Social Media.

Shao L, Huang H, Wang F. How Propaganda Moderates the Influence of Opinion Leaders on Social Media in China [J]. International Journal of Communication, 2018, 12:2599-2621.