Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 19, 07 December 2023
Open
Access | Article
Research on the Influence of Key Opinion Leaders on Consumers’ Purchase Intention in Third-Party Traffic
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Abstract
Brands can use third-party platform traffic to carry out marketing campaigns. One of the current marketing strategies with excellent promotional impact is the Key Opinion Leader Marketing Model on the Douyin platform. This paper aims to research the influence of Key Opinion Leaders on consumers’ purchase intention in third-party traffic. This paper examines the impact of the platform’s KOL on consumers’ purchase intentions during this soft promotion using the database of the Douyin platform. Based on the Encoding-Decoding Theory, this paper refines the research direction into two questions: the first concerns the relationship between consumers’ purchase intention and KOL level, and the second addresses the connection between consumers’ purchase intention and consumers’ sense of identity and professionalism among KOLs. The results show that after the quantitative analysis of the research questions when choosing KOLs for promotion, brands should clarify the purpose of promotion and consider the characteristics of KOLs in different content directions.
Keywords
key opinion leader, consumers’ purchase intention, social media, short video platform, advertising promotion
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Interdisciplinary Humanities and Communication Studies
- ISBN (Print)
- 978-1-83558-181-0
- ISBN (Online)
- 978-1-83558-182-7
- Published Date
- 07 December 2023
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/19/20231209
- Copyright
- 07 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited