Path Analysis of KOL Marketing and its influence on consumers' purchase decisions: Taking the Beauty Make-Up Blogger on Tiktok as an Example

Abstract

In recent years, with the rapid development of the self-media industry, social platform users have become a wide range and many users. Meanwhile, a large number of KOL emerged. The social platform has become one of the main ways of advertising communication, and brands and consumers have also favored KOL advertising marketing. Although there is yet to be a successful KOL, there may still be a need for relevant theories or clear ideas for many bloggers who are developing or aspiring to become KOL. Therefore, this study explores the impact of KOL marketing characteristics on consumer purchase decisions. From the perspective of consumers, based on the method of comparative analysis of fewer cases, this paper first makes a case study of two Tiktok makeup bloggers, then analyzes the internal mechanism of KOL marketing, and finally obtains the benign path of KOL marketing, which provide replicable reference experience for KOL  who operate their accounts or who want to be KOL.