How to Use The KOL Marketing Model in The New Era to Stimulate the Consumption of Beauty Products

Take Little Red Book as an Example

Authors

  • Huanyu Meng

DOI:

https://doi.org/10.54097/fbem.v7i1.4177

Keywords:

KOL marketing, B2C model, Fan economy, Consumer intention.

Abstract

With the rapid development of B2C e-commerce model and the continuous rise of fan economy, KOL (Key opinion leader), the key opinion leader in the social media platform of "social content + e-commerce" model in the new era, has become the first factor affecting consumers' willingness to buy. This paper takes Little Red Book platform as the research sample, through the research method of questionnaire survey, specifically analyzes its marketing mode, marketing advantages and development prospects, combined with the purchase intention of consumers, to provide suggestions for the marketing development of KOL marketing platform.

Downloads

Download data is not yet available.

Metrics

Metrics Loading ...

References

Qin Jiayao & Angel. (2022). Analysis and development Suggestions based on user UGC in the era of fan economy —— Take Xiaohongshu as an example. Industrial Innovation Research, 16: 34-36.

Lu Qian. (2022). Research on the business model of the content-based community platform —— Based on the case study of the Little Red Book. China Press, 14: 56-57.

Song Yihang. (2022). Research on consumer purchasing behavior in the "fan economy" (master's degree dissertation, Lanzhou University of Finance and Economics). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFDTEMP&filename=1022559848.nh

Zhou Yao. (2022). Analysis of KOL Marketing model in the era of We-media —— Take Xiaohongshu as an example. Journal of Huainan Normal University, 01: 73-76 + 112.

Downloads

Published

03-01-2023

How to Cite

Meng, H. (2023). How to Use The KOL Marketing Model in The New Era to Stimulate the Consumption of Beauty Products: Take Little Red Book as an Example. Frontiers in Business, Economics and Management, 7(1), 239–241. https://doi.org/10.54097/fbem.v7i1.4177

Issue

Section

Articles