Research on the Different Effects and Influences of KOL and KOC in the Marketing of Makeup Goods in China

Yingyan Dai, Yibo Li

2025

Abstract

With the development of social media, KOL (Key Opinion leader) is playing an increasingly important role in brand marketing. They have a large following and can have a significant impact on consumers' purchasing decisions through their influence and professional insights. KOC (Key Opinion Consumer) is an emerging marketing force that has a high degree of trust and influence among consumers due to its authenticity and accessibility. Some previous literature suggested that KOC was about to replace KOL. This article mainly studies the difference between the marketing strategy of KOL and KOC. The core idea of this paper is to research the different effects of KOC and KOL on makeup goods. Based on the conclusions of the research, this paper suggests that the beauty industry should make marketing strategies in the direction of co-existence of KOC and KOL.

Paper Citation

in Harvard Style

Dai Y. and Li Y. (2025). Research on the Different Effects and Influences of KOL and KOC in the Marketing of Makeup Goods in China. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 25-31. DOI: 10.5220/0013985300004916

in Bibtex Style

@conference{prmc25,
author={Yingyan Dai and Yibo Li},
title={Research on the Different Effects and Influences of KOL and KOC in the Marketing of Makeup Goods in China},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={25-31},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013985300004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Research on the Different Effects and Influences of KOL and KOC in the Marketing of Makeup Goods in China
SN - 978-989-758-778-8
AU - Dai Y.
AU - Li Y.
PY - 2025
SP - 25
EP - 31
DO - 10.5220/0013985300004916
PB - SciTePress