Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2023 International Conference on Management Research and Economic Development
Series Vol. 25 , 13 September 2023
Open
Access | Article
The Influence of KOL Internet Marketing on Consumers from the example about Beauty products in Xiaohongshu Platform
* Author to whom correspondence should be addressed.
Abstract
Key opinion leader (KOL) Internet marketing is one of the key research topics today. Researchers have found that with the rise and popularity of Xiaohongshu platform in recent years, more and more beauty products have been promoted by KOL on this platform, thus affecting consumers. However, there is still a research gap on the form and degree of influence behind it. Therefore, this paper collects questionnaire data on the consumption of beauty products purchased by Xiaohongshu of all ages, and conducts regression analysis on the data, to explore the relationship between the KOL Internet marketing environment and consumers. The results show that under the Theory of Planned Behavior (TPB), consumer attitude, subjective criteria and cognitive behavior control all have positive effects on consumer behavior intention. All factors under the CMM model will promote consumers' media attention to the product, and media attention has a positive effect on consumers' consumption behavior intention.
Keywords
KOL, Xiaohongshu, TPB, consumers, influence
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2023 International Conference on Management Research and Economic Development
- ISBN (Print)
- 978-1-915371-93-5
- ISBN (Online)
- 978-1-915371-94-2
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/25/20230487
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited