The Influence of KOL Internet Marketing on Consumers from the example about Beauty products in Xiaohongshu Platform

Abstract

Key opinion leader (KOL) Internet marketing is one of the key research topics today. Researchers have found that with the rise and popularity of Xiaohongshu platform in recent years, more and more beauty products have been promoted by KOL on this platform, thus affecting consumers. However, there is still a research gap on the form and degree of influence behind it. Therefore, this paper collects questionnaire data on the consumption of beauty products purchased by Xiaohongshu of all ages, and conducts regression analysis on the data, to explore the relationship between the KOL Internet marketing environment and consumers. The results show that under the Theory of Planned Behavior (TPB), consumer attitude, subjective criteria and cognitive behavior control all have positive effects on consumer behavior intention. All factors under the CMM model will promote consumers' media attention to the product, and media attention has a positive effect on consumers' consumption behavior intention.