How Key Opinion Leader Triggers Consumer Response: A New Way to Market Absorption in Digital Marketing - A Case Study Based on the National Brand Florasis

Abstract

Nowadays, with the rapid development of the internet and social media, the way people receive information has changed dramatically and they use online platforms to get up-to-date information, thus influencing their consumption decisions. This study explores how KOL triggers consumer resonance based on the case study of national brand Florasis. Through in-depth analysis of the cooperation mode between Florasis and Li Jiaqi, the study finds that KOL plays an important role in the contemporary marketing market. The results of the study show that Florasis has maximised its personal influence on product sales through its in-depth cooperation with Li Jiaqi, thereby achieving rapid growth in brand sales. However, the study also points out that over-reliance on KOLs can be risky, and there is a need to strike a balance and explore innovative cooperation models. This study has important implications for companies and marketing practitioners, helping them to better understand and apply KOL marketing strategies to enhance brand competitiveness in the marketplace.