Abstract
Since 2020, live broadcasting with goods has become a hot topic, and the Internet’s popular KOL (key opinion leader) has emerged in an endless stream. From the perspective of marketing and consumer behavior, this paper takes KOL as an example to explore the reasons for the success of Internet celebrity live broadcasting, and analyzes the current situation and pattern of live broadcasting, so as to provide reference and suggestions for enterprises and individuals who want to make profits through live broadcasting.
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