Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 38 , 10 November 2023


Open Access | Article

Analysis of the Key Opinion Leader Marketing Strategy in the Era of Social Media

Qingyu Wang * 1
1 Shanghai Ivy School

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 38, 115-120
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
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.
Citation Qingyu Wang. Analysis of the Key Opinion Leader Marketing Strategy in the Era of Social Media. AEMPS (2023) Vol. 38: 115-120. DOI: 10.54254/2754-1169/38/20231895.

Abstract

Key Opinion Leader (KOL) marketing strategy appears in the era of social media and has a certain influence on the audience's consumption behavior. Nowadays, KOL marketing mode has inevitably produced some problems in the process of its rapid development. These problems not only affect users but also has a great impact on the brand value and image. This paper introduces the value and approaches of KOL marketing, analyzes the problems it is facing, and proposes feasible solutions in the end. Conclusions can be drawn that KOL marketing faces problems including data falsification, short marketing cycles, and the collapse of the public persona. The construction of a scientific evaluation system to ensure a good marketing effect can be one of the solutions to these problems while developing long-lasting marketing plans to build lasting brand power and examining KOLs thoroughly to choose qualified partners are also necessary measurements.

Keywords

KOL, influencer marketing, social media

References

1. China Digital Marketing Trends Report 2022. https://www.sgpjbg.com/info/28110.html.

2. Lingo Technology. (2017). "Netflix marketing" is too low? Let's see how overseas brands play KOL marketing [EB/OL]. http://www.sohu.com/a/156628908_804309.

3. Zhou, J. J. (2018). Analysis of the communication effect of KOL advertising from the perspective of Internet marketing-Taking mother and baby brand KOL as an example. Communication Power Research, 7 (20), 132-133.

4. Deng, L. L. (2019). A new path for marketing ethnic culture tourism brands in the social media era: KOL marketing. Guizhou Ethnic Studies, (1), 28-34.

5. Qiu, Y. (2018). Analysis of the influence of online celebrities on the purchase of color cosmetics products by post-90s women - taking beauty makeup as an example. Anhui University of Technology.

6. Miaozhen Systems, China Advertising Association. (2022). 2023 KOL Marketing White Paper, (12), 5-6.

7. Song, X. H. (2019). Digging deeper into the "secrets" of KOL marketing. China Advertising, (1), 99-101.

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 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-097-4
ISBN (Online)
978-1-83558-098-1
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/38/20231895
Copyright
© 2023 The Author(s)
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

Copyright © 2023 EWA Publishing. Unless Otherwise Stated