Abstract
Key Opinion Leader (KOL) marketing strategy appears in the era of social media and has a certain influence on the audience's consumption behavior. Nowadays, KOL marketing mode has inevitably produced some problems in the process of its rapid development. These problems not only affect users but also has a great impact on the brand value and image. This paper introduces the value and approaches of KOL marketing, analyzes the problems it is facing, and proposes feasible solutions in the end. Conclusions can be drawn that KOL marketing faces problems including data falsification, short marketing cycles, and the collapse of the public persona. The construction of a scientific evaluation system to ensure a good marketing effect can be one of the solutions to these problems while developing long-lasting marketing plans to build lasting brand power and examining KOLs thoroughly to choose qualified partners are also necessary measurements.
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