Influence of KOL Cooperation on Brand Loyalty in the Short Video Platform: A Study of the Relationship Between KOL Economy and Brand Trust Mechanism

Min Lin, Ce Wang, Kaiting Yan

2025

Abstract

With the popularity of social media, Internet celebrity, also known as 'net reds', have become a mainstream marketing strategy. The collaboration between internet celebrities and brands has greatly increased brand exposure and conversion rates. However, as consumer behavior becomes increasingly complex and variable, how brands can effectively collaborate with internet celebrities to enhance consumer brand trust and loyalty remains worthy of further research and discussion. As a leading player in the short video field, this study uses the case analysis method to find typical cases on Douyin platform and analyzes how internet celebrities can influence brand loyalty through interactive and personal brand building. The study finds that targeted internet celebrity relationships play a key role in enhancing brand trust and loyalty; the study emphasizes that the consistency of internet celebrities' image with the brand identity, coupled with sincere interaction and continuous cooperation, is crucial in transforming occasional followers into loyal brand advocates; rational synergy not only enhances brand awareness but also solidifies consumer trust, thereby cultivating long-term brand loyalty.

Paper Citation

in Harvard Style

Lin M., Wang C. and Yan K. (2025). Influence of KOL Cooperation on Brand Loyalty in the Short Video Platform: A Study of the Relationship Between KOL Economy and Brand Trust Mechanism. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 91-96. DOI: 10.5220/0014074500004942

in Bibtex Style

@conference{apmm25,
author={Min Lin and Ce Wang and Kaiting Yan},
title={Influence of KOL Cooperation on Brand Loyalty in the Short Video Platform: A Study of the Relationship Between KOL Economy and Brand Trust Mechanism},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={91-96},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014074500004942},
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 - Influence of KOL Cooperation on Brand Loyalty in the Short Video Platform: A Study of the Relationship Between KOL Economy and Brand Trust Mechanism
SN - 978-989-758-791-7
AU - Lin M.
AU - Wang C.
AU - Yan K.
PY - 2025
SP - 91
EP - 96
DO - 10.5220/0014074500004942
PB - SciTePress