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A Study on the Influence of Chinese KOL on the Purchasing Decisions of Chinese GenZ Consumers' Fashion Brands
- 1 Department of Cross-Disciplinary Art and Design, Joshibi University of Art and Design, 1-49-8 Wada, Suginami-ku, Tokyo 166-8538 Japan
* Author to whom correspondence should be addressed.
Abstract
With the rapid development of Internet technology and the widespread popularity of social media platforms, the purchasing behaviour patterns of Chinese consumers have changed significantly. Consumers can easily obtain rich product information and shopping channels through social media platforms, while paying more attention to the personalisation, emotionality and value resonance of products. Based on this, this paper aims to explore the changes in Chinese consumers' purchasing behaviour patterns and their impact on fashion brands' marketing strategies in the context of the development of Internet technology and social media platforms through literature review and case study analysis, so as to provide fashion brands with effective marketing strategy suggestions. It was found that KOLs significantly influence consumers' purchasing decisions, and the interactive experience on social media platforms closely shapes consumer brand loyalty. Through a case study, this paper further reveals how a fashion brand successfully increased brand exposure and consumer engagement by cooperating with KOLs through social media platforms. Fashion brands should make full use of the influence of social media platforms and KOLs to innovate their marketing strategies in order to meet consumers' personalised needs and enhance brand competitiveness and market share.
Keywords
Internet technology, Social media platforms, Consumer buying behaviour, Fashion brand marketing, KOLs
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Cite this article
Wang,J. (2025). A Study on the Influence of Chinese KOL on the Purchasing Decisions of Chinese GenZ Consumers' Fashion Brands. Advances in Economics, Management and Political Sciences,159,81-87.
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