The impact of short-video KOL marketing approaches on consumer purchasing behaviour: a case study based on Shakeology

Ailin Wang

doi:10.47297/wspciWSP2516-252716.20250902

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The impact of short-video KOL marketing approaches on consumer purchasing behaviour: a case study based on Shakeology

9卷第2期

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The impact of short-video KOL marketing approaches on consumer purchasing behaviour: a case study based on Shakeology
The impact of short-video KOL marketing approaches on consumer purchasing behaviour: a case study based on Shakeology
School of Economics and Management, Civil Aviation University of China, Tianjin, 300000, China
2025年9卷第2期页码：82-87
纸质出版日期：2025-04-23
DOI：10.47297/wspciWSP2516-252716.20250902
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(2025). The impact of short-video KOL marketing approaches on consumer purchasing behaviour: a case study based on Shakeology. 创意与创新（英文版）, 9(2), 82-87.

Wang Ailin.The impact of short-video KOL marketing approaches on consumer purchasing behaviour: a case study based on Shakeology[J].Creativity and Innovation,2025,09(02):82-87.
(2025). The impact of short-video KOL marketing approaches on consumer purchasing behaviour: a case study based on Shakeology. 创意与创新（英文版）, 9(2), 82-87. DOI： 10.47297/wspciWSP2516-252716.20250902.

Wang Ailin.The impact of short-video KOL marketing approaches on consumer purchasing behaviour: a case study based on Shakeology[J].Creativity and Innovation,2025,09(02):82-87. DOI： 10.47297/wspciWSP2516-252716.20250902.

摘要

Abstract

In this article

the impact of short video KOL marketing approach on consumer buying behaviour is mainly discussed: a case study based on Shakeyin. With the development of short videos

people's lives are filled with short videos everywhere

on the bus

on the underground

etc.

which are subconsciously influencing consumers' purchasing behaviour. This study uses qualitative research: the acquisition of secondary data based on Shakeology's corporate annual reports

internal corporate documents

media publicity

etc.; data analysis based on the third-order coding method

and finally draw conclusions.

关键词

Keywords

references

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