Professional KOLs’ Livestreaming and Its Influence on Consumer Behaviors in China
DOI:
https://doi.org/10.54097/ijeh.v11i3.15139Keywords:
Social media, KOL, Influencer marketing, Livestreaming, Consumer behaviors.Abstract
In China, KOL endorsement is not considered a common approach that brands use to promote products or services to consumers with the development of social media networks. In the recent years, it is noticed that KOLs in China have increased their use of new method to circulate information, such as KOL livestreaming. In terms of the use of livestreaming, it is necessary to point out that it is different from other communication tools on social media, which allows social media users to stay long time with the KOLs and to receive more details. A primary research is conducted with a mixed approach to use online survey and interviews to investigate the influence of KOL livestreaming on consumer behaviors in China. KOL livestreaming is a new format of content that KOLs provide to social media followers. In this format, KOLs offer much information for audiences as time limit is not a constraint anymore. From the investigation, it is noticed that brands that intend to use KOL livestreaming need to pay attention to the influence of KOL livestreaming on consumer decision making and therefore the selection of the KOLs that fit the brand image is critical. This research is expected to offer useful strategic planning for brands to leverage the livestreaming in their marketing activities.
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