Key Opinion Leaders’ Influences in the Chinese Fashion Market

Abstract

With the continuous evolution of information and media technologies, Chinese users spend a large portion of their daily lives on social media sites/apps, such as WeChat, Sina Weibo and Tencent QQ. Through social media, KOLs (Key Opinion Leaders) are of great importance for fashion designers and brands, in attempting to dominate the fashion industry market. In this study, the phenomenon of KOL marketing in the Chinese fashion industry is analyzed, based on the development of a web celebrities’ economy, a media celebrity economic chain, as well as media celebrity commercial value.