The Impact of Short-Video KOL Marketing Transparency on User Trust: A Case Study of Brand Collaboration Promotion

Abstract

With the rapid popularity of KOL marketing on short-video platforms, it has become an important means of brand communication. However, issues such as insufficient content transparency and ambiguous advertising disclosures have led to a decline in users' trust in the creators and brands. This study explores how "content transparency" affects users' perception of authenticity and trust, and subsequently influences their behavioral intentions such as purchase intention or continued attention. The research will employ methods such as literature analysis, small-scale questionnaire surveys, and platform content observation to reveal the intrinsic relationship between transparency, authenticity, and trust. This will be achieved by comparing KOL brand cooperation cases with different levels of transparency (high, medium, and low). The research results provide references for brands and creators in their practices of content presentation and information disclosure, and also help deepen the understanding of the video influencer economy.