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