The Study of KOL Marketing on the Purchase Intention of Guizhou Consumers’ Beauty Brands in the Era of Self-Media

Abstract

In recent years, Key Opinion Leader (KOL) marketing had successfully used the high popularity of KOLs to promote products, effectively combining social networking and marketing and opening a new model of social commerce. The three research objectives of this study were; to analyze the influence of consumers’ purchase intention on the marketing economy of beauty brand influencers; to explore the influencing mechanisms among brand experience, perceived value, brand identity, and purchase intention; and to provide reference opinions for the sustainable development of KOL in beauty brand development.