Communications in Humanities Research ISSN: 2753-7072
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Research Article

Internet Celebrity Marketing: A Consumer Trust Shaping Approach Based on KOL Opinions—Taking Holiland as an Example

Yuxing TianHanjiang Normal University*

* Corresponding author: [email protected]

Abstract

With the rapid development of the internet, it brings up the influencer’s economic, and also already immerse into people’s daily life. As a sponsor of influencer’s economic, get through their own influence, act on their followers. This paper takes sweet desert brand: Holiland as the research object, aim to discuss about how to shape the image of KOL, and using the KOL identity. This study analyzes how the brand combines internet use, to make an impact on consumers’ attitude and willingness to buy, in addition to increase the sales volume of products and brand awareness, to achieve brand transformation and upgrading, become the top of baking industry in China. This study adopted methods of literature review to analysis the characteristic of market and the strategy of spreading in systematically. Besides, it also provides relevant advices in marketing strategy. This research provides the basis of how to use the identity of KOL, lead the brand to take the road of sustainable development.

Keywords: influencer market; KOL; Holiland; internet celebrity economy; social media
Published: July 31, 2024
DOI: 10.54254/2753-7064/42/2024NE0014
Volume: CHR Vol.42
pp. 52-58
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