Research on the Influence of KOL on Consumer Persuasiveness

Jinyan Lin, Yifan Niu, Yiming Wang

2025

Abstract

This study aims to explore the impact of different Key Opinion Leaders (KOLs) (celebrities and influencers) on consumer trust and persuasiveness. Studies on the impact of KOL’s identity characteristics on consumer trust remain relatively limited. This research takes celebrities and influencers as two types of KOLs and constructs a theoretical model that includes credibility, expertise, and interactivity as mediating variables to explore their impact. The study proposes that the identity characteristics of KOLs significantly influence their perceived credibility, expertise, and interactivity. Furthermore, these factors (credibility, expertise, and interactivity) are hypothesized to positively affect persuasiveness. Data were gathered via structured questionnaires. The findings reveal notable differences between celebrities and influencers in terms of credibility, expertise, and interactivity. Specifically, the credibility of celebrities appears to exert a stronger influence on persuasiveness, whereas the expertise of influencers demonstrates a more pronounced impact on persuasiveness. The findings will enrich the theoretical framework and provide a basis for enterprises to select KOLs for marketing cooperation, thereby promoting the healthy development of the social e-commerce and digital marketing industries.

Paper Citation

in Harvard Style

Lin J., Niu Y. and Wang Y. (2025). Research on the Influence of KOL on Consumer Persuasiveness. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 339-345. DOI: 10.5220/0013844100004719

in Bibtex Style

@conference{iceml25,
author={Jinyan Lin and Yifan Niu and Yiming Wang},
title={Research on the Influence of KOL on Consumer Persuasiveness},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={339-345},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013844100004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Research on the Influence of KOL on Consumer Persuasiveness
SN - 978-989-758-775-7
AU - Lin J.
AU - Niu Y.
AU - Wang Y.
PY - 2025
SP - 339
EP - 345
DO - 10.5220/0013844100004719
PB - SciTePress