Key Opinion Leader Marketing Used by Chinese Makeup Brands

Influence on College Students

DOI

10.2991/assehr.k.220504.323How to use a DOI?

Keywords

KOL marketing; Interpersonal Communication; Brand Equity; Online Celebrity Economy; Chinese cosmetics brand; Z Generation

Abstract

With deep insight into the marketing strategy centering around key opinion leader, this paper focuses on counting the business influence that Chinese makeup brands have exerted on college students. The proposed method to be aware of the attitude of college students is interview and random sampling, on the basis of comprehensive literature review and theories cited. The experimental results show that, using KOL marketing can get more stable consumer groups and extend the brand power, promoting immediate interaction and communication with college students. The results obtained in this research also include the evaluation of strengths and weakness when KOL marketing is adopted by Chinese makeup cosmetics, along with pertinent countermeasures against potential threatens.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yuze Wu
PY  - 2022
DA  - 2022/06/01
TI  - Key Opinion Leader Marketing Used by Chinese Makeup Brands
BT  - Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
PB  - Atlantis Press
SP  - 1783
EP  - 1789
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220504.323
DO  - 10.2991/assehr.k.220504.323
ID  - Wu2022
ER  -