A Review of the Impact Effects of Key Opinion Leaders on Consumers' Purchase Behaviors

Yiran Mao

doi:10.47297/wspceWSP2516-251937.20250905

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A Review of the Impact Effects of Key Opinion Leaders on Consumers' Purchase Behaviors

Volume 9, Issue 5

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A Review of the Impact Effects of Key Opinion Leaders on Consumers' Purchase Behaviors
A Review of the Impact Effects of Key Opinion Leaders on Consumers' Purchase Behaviors
Xi'an Tie Yi International Curriculum Center, Xi'an, Shaanxi, China, 710061, China
Vol. 9, Issue 5, Pages: 196-200(2025)
Published：30 October 2025
DOI：10.47297/wspceWSP2516-251937.20250905
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Mao Yiran.A Review of the Impact Effects of Key Opinion Leaders on Consumers' Purchase Behaviors[J].Creative Economy,2025,09(05):196-200.
DOI：

Mao Yiran.A Review of the Impact Effects of Key Opinion Leaders on Consumers' Purchase Behaviors[J].Creative Economy,2025,09(05):196-200. DOI： 10.47297/wspceWSP2516-251937.20250905.

摘要

Abstract

With the rapid development of social media

the role of KOL (Key Opinion Leader) in brand marketing has become increasingly prominent

serving an important bridge connecting enterprises and consumers. This article adopts the literature review method to summarize research on the influence of KOL on consumers' purchasing behavior

both domestically and internationally. It focuses on analyzing influence mechanisms

action paths

and key variables. The study found that the professionalism

credibility

attractiveness

and homogeneity of KOL are the main factors influencing consumers' trust and purchase intention. Different types of KOL have differences in brand communication effects. Based on summarizing the shortcomings of existing research

this article proposes that future research can delve deeper into emerging popular methods. These include cross-cultural studies

algorithmic recommendation mechanisms

and virtual KOL idols. Such research can provide references for both brand marketing practice and academic research.

关键词

Keywords

references

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