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The Study of KOL Marketing on the Purchase Intention of Guizhou Consumers’ Beauty Brands in the Era of Self-Media

Ningli He

Abstract


In recent years, Key Opinion Leader (KOL) marketing had successfully used the high popularity of KOLs to promote products, effectively combining social networking and marketing and opening a new model of social commerce. The three
research objectives of this study were; to analyze the influence of consumers’ purchase intention on the marketing economy of
beauty brand influencers; to explore the influencing mechanisms among brand experience, perceived value, brand identity, and
purchase intention; and to provide reference opinions for the sustainable development of KOL in beauty brand development.

Keywords


KOL Marketing; Purchase Intention; Era of Self-Media

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References


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DOI: http://dx.doi.org/10.18686/ahe.v6i15.5164

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