From Brand Loyalty to KOL Dependence: Analysis on User Conversion Mechanism of Product Marketing on the TikTok Platform

Yilu Tang

2025

Abstract

An increasing number of brands carry out marketing via TikTok. Meanwhile, the process uses Key Opinion Leader (KOL) as a promotion window. KOL establishes the stickiness between live streaming and fans through face-to-face interaction with users and then promotes the brand through live streaming, short plays, and explanations. However, due to the lack of case studies on the success of the in-depth transformation of users by KOL, brands are still faced with great challenges in brand loyalty transformation. Therefore, this article will focus on whether the brand can convert KOL fans into loyal customers, especially the audience that is satisfied with the product. This paper takes "Perfect Diary" as an example to discuss the relationship between brand loyalty and KOL dependence, establish short-term brand loyalty, emotional trust, and brand identity, and establish a long-term brand loyalty mechanism to obtain a KOL-driven user transformation and brand loyalty model, and finally confirm the feasibility of the transformation of user mechanism from KOL dependence to brand loyalty. A strategic deployment that requires constant adjustment and implementation.

Paper Citation

in Harvard Style

Tang Y. (2025). From Brand Loyalty to KOL Dependence: Analysis on User Conversion Mechanism of Product Marketing on the TikTok Platform. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 85-90. DOI: 10.5220/0014074400004942

in Bibtex Style

@conference{apmm25,
author={Yilu Tang},
title={From Brand Loyalty to KOL Dependence: Analysis on User Conversion Mechanism of Product Marketing on the TikTok Platform},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={85-90},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014074400004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - From Brand Loyalty to KOL Dependence: Analysis on User Conversion Mechanism of Product Marketing on the TikTok Platform
SN - 978-989-758-791-7
AU - Tang Y.
PY - 2025
SP - 85
EP - 90
DO - 10.5220/0014074400004942
PB - SciTePress