Abstract
With the rapid development of technology, social networks have become an essential platform for people to connect and communicate. With the rise of We Media, KOL plays a crucial role in integrating and spreading fragmented information. Furthermore, they gradually become an important bridge that connects brands with consumers. The KOL marketing model has developed into one of the most important means of brand promotion. The paper analyzed how KOL influences consumers' purchasing behavior through the case of CHOCDAY's marketing strategy. It also proposed that the KOL marketing mode has the characteristic of optimizing brand ecology. According to the analysis, the KOL marketing model fully uses the rapid dissemination characteristics of online media to accurately locate customer groups, promote products, and convey them to the audience efficiently. Based on the cases, evidence is provided to explain the role of KOL marketing mode in optimizing brand ecology, as well as its problems and reflections.
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