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

Research Article
Open access

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

Haoyang Chang 1* , Lanlan Fu 2 , Xinyue Xu 3 , Xiaotian Zhang 4
  • 1 Southwest Petroleum University    
  • 2 Sichuan International Studies University    
  • 3 Sichuan Normal University    
  • 4 Zhejiang Normal University    
  • *corresponding author 202031150183@stu.swpu.edu.cn
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/25/20230487
AEMPS Vol.25
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-93-5
ISBN (Online): 978-1-915371-94-2

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.

Keywords:

KOL, Xiaohongshu, TPB, consumers, influence

Chang,H.;Fu,L.;Xu,X.;Zhang,X. (2023). The Influence of KOL Internet Marketing on Consumers from the example about Beauty products in Xiaohongshu Platform. Advances in Economics, Management and Political Sciences,25,132-140.
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References

[1]. Rong Xiaohua.(2005). Analysis of Consumer Purchase Decision and Information Integration Process. Coastal Enterprises and Technology, (06), 76-77.

[2]. Wang Jianhua, Gao Ziqiu, Chen Lu. (2020). Study on Consumers' Purchase Intention of Safety Certified Agricultural Products -- Based on extended Planned behavior theory model. Luo Jia Management Review, 02,138-154.

[3]. Yan Lu. (2019). Theory of Consumer Planned Behavior and Its Application in Marketing. Modern Marketing (Management Edition), 07,106.

[4]. Zhu Jingxi. (2020). Review of Planned Behavior Theory (TPB). Bulletin of Sports Science and Technology Literature ,28(04),185-188.

[5]. Li Wenchao, Shao Jing. (2023). Research on the influencing factors of consumers' purchase behavior of environmental protection clothing: Based on the theory of Planned Behavior and the theory of normative Activation. Management Science in China, 1-20.

[6]. ELLIOTT M A, ARMITAGE C J, BAUGHAN C J. (2007). Using the theory of planned behavior to predict observed driving behavior. British Journal of Social Psychology, 46(1), 69-90.

[7]. Ajzen, I. (1991). The theory of planned behavior, 50(2), 179–211.

[8]. Zhang Yiduo. (2022). Research on the Formation mechanism of KOL Market-SOR Model under the background of digital economy. In the marketing world, 24, 14-16.

[9]. Yang M Y. (2022). Research on Influencing factors of XiaoHongshu KOL characteristics on Cheongsam consumers' purchase intention. Donghua University.

[10]. Zhou Y. (2022). Research on the marketing positioning of Key Opinion Leaders (Kols) in the We-Media era: A case study of XiaoHongshu. Journal of Chuzhou University,,24(01),33-36.

[11]. Li Haiyou, Xu Qing. (2018). Research on the Influence of Advertising Media Exposure on Contemporary College students' Consumption Concept. Modern Marketing (next issue), 11,72-73.

Cite this article

Chang,H.;Fu,L.;Xu,X.;Zhang,X. (2023). The Influence of KOL Internet Marketing on Consumers from the example about Beauty products in Xiaohongshu Platform. Advances in Economics, Management and Political Sciences,25,132-140.

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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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-93-5(Print) / 978-1-915371-94-2(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.25
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Rong Xiaohua.(2005). Analysis of Consumer Purchase Decision and Information Integration Process. Coastal Enterprises and Technology, (06), 76-77.

[2]. Wang Jianhua, Gao Ziqiu, Chen Lu. (2020). Study on Consumers' Purchase Intention of Safety Certified Agricultural Products -- Based on extended Planned behavior theory model. Luo Jia Management Review, 02,138-154.

[3]. Yan Lu. (2019). Theory of Consumer Planned Behavior and Its Application in Marketing. Modern Marketing (Management Edition), 07,106.

[4]. Zhu Jingxi. (2020). Review of Planned Behavior Theory (TPB). Bulletin of Sports Science and Technology Literature ,28(04),185-188.

[5]. Li Wenchao, Shao Jing. (2023). Research on the influencing factors of consumers' purchase behavior of environmental protection clothing: Based on the theory of Planned Behavior and the theory of normative Activation. Management Science in China, 1-20.

[6]. ELLIOTT M A, ARMITAGE C J, BAUGHAN C J. (2007). Using the theory of planned behavior to predict observed driving behavior. British Journal of Social Psychology, 46(1), 69-90.

[7]. Ajzen, I. (1991). The theory of planned behavior, 50(2), 179–211.

[8]. Zhang Yiduo. (2022). Research on the Formation mechanism of KOL Market-SOR Model under the background of digital economy. In the marketing world, 24, 14-16.

[9]. Yang M Y. (2022). Research on Influencing factors of XiaoHongshu KOL characteristics on Cheongsam consumers' purchase intention. Donghua University.

[10]. Zhou Y. (2022). Research on the marketing positioning of Key Opinion Leaders (Kols) in the We-Media era: A case study of XiaoHongshu. Journal of Chuzhou University,,24(01),33-36.

[11]. Li Haiyou, Xu Qing. (2018). Research on the Influence of Advertising Media Exposure on Contemporary College students' Consumption Concept. Modern Marketing (next issue), 11,72-73.

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