The Impact of Key Opinion Leaders and Social Media on Consumer Behavior

Yifan Yao

2025

Abstract

This paper investigates the influence of Key Opinion Leaders (KOLs) and social media platforms on consumer behavior, exploring how KOL endorsements shape purchasing decisions and consumer perceptions. With the rapid growth of social media, KOLs have become powerful marketing tools, particularly in industries like fashion, beauty, and technology. This research uses a mixed-methods approach, combining review on research via survey and qualitative case studies to analyze the relationship between KOL-driven campaigns and consumer behavior. The findings reveal that KOLs significantly impact consumers' purchase intentions, particularly through the trust and relatability they cultivate on social media. Furthermore, the study shows that the effectiveness of KOL marketing is enhanced by the level of engagement and authenticity perceived by followers. Social media serves as a dynamic platform that amplifies KOL influence, allowing for personalized interactions that boost consumer loyalty and brand trust. Based on these results, the paper offers recommendations for brands to strategically collaborate with KOLs who resonate with their target audience, optimizing marketing outcomes. This study highlights the growing importance of social media influencers in shaping modern consumer behavior and the future of digital marketing.

Paper Citation

in Harvard Style

Yao Y. (2025). The Impact of Key Opinion Leaders and Social Media on Consumer Behavior. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 610-614. DOI: 10.5220/0014147500004942

in Bibtex Style

@conference{apmm25,
author={Yifan Yao},
title={The Impact of Key Opinion Leaders and Social Media on Consumer Behavior},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={610-614},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014147500004942},
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 - The Impact of Key Opinion Leaders and Social Media on Consumer Behavior
SN - 978-989-758-791-7
AU - Yao Y.
PY - 2025
SP - 610
EP - 614
DO - 10.5220/0014147500004942
PB - SciTePress