• Login
  • Register
  • Search

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

Ningli He


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.


KOL Marketing; Purchase Intention; Era of Self-Media

Full Text:



[1] Davis, F. (1987). User Acceptance of Information Systems: The Technology Acceptance Model (TAM). Journal of Univiersity of Michigan, p.1-33.

[2] Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology & Health. Vol 26, p.1113-1127.

[3] Eroglu, S. et al. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing.Vol 20 Issue 2, p. 139-150.

[4] Kharat, M. et al. (2017). Revisiting brand experience: A research review, conceptual framework and an agenda for futurSe research. Marketing Review. Vol 17, p.469-493.

[5] Stokburger, N. et al. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing. Ol 29, p.406-418.

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