Marketing And Promotional Effectiveness in Social E-Commerce: How Key Opinion Leaders Can Stimulate Consumers' Desire to Buy

Abstract

Social e-commerce (SEC) promotes and sells products or services on social media platforms, building customer relationships through social interaction. It achieves "People Bring Goods" marketing through the influence of individuals or communities. Key opinion leaders (KOLs) play an important role in social e-commerce, and their influence can stimulate consumers' purchasing behavior. Use the Social Network Analysis (SNA) perspective to design a questionnaire, which focuses on the connection between brokerage and subgroups or communities. Based on a questionnaire survey, this paper examines how KOLs stimulate consumers' desire to buy and prompt their purchasing behavior. The study used ELM model to analyze the data collected from the questionnaire and proposed three hypotheses, by analyzing the results of the questionnaire, hypothesis one and two were confirmed, but hypothesis three was unconfirmed. Therefore, the results of the study suggest that KOLs stimulate consumers' purchase desire and purchase behavior by providing detailed information and showing their expertise.