Communications in Humanities Research ISSN: 2753-7072
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Research Article

When Are Ordinary Users More Persuasive than KOLs? The Roles of Perceived Similarity

Ziwen NiuNortheast Normal University*

* Corresponding author: [email protected]

Abstract

In social media marketing, recommendations from key opinion leaders (KOLs) are often assumed to be more persuasive than those from ordinary users. The current research examines whether this assumption always holds. Across two experiments, the current research shows that ordinary users can be more persuasive because they are perceived as more similar to consumers, which further enhances purchase intention. However, this persuasive advantage depends on consumers' relationship with the KOL. In this case, ordinary users are perceived as more similar and therefore more trustworthy. In contrast, when consumers have a strong relationship with the KOL, the advantage of ordinary users is reversed, and KOL recommendations become more effective. These findings extend previous literature on persuasion and influencer marketing, while also provide actionable insights firms on how to choose the appropriate type of recommender in social media marketing.

Keywords: Key Opinion Leader (KOL); Ordinary Users; Influencer Marketing; Perceived Similarity; Persuasion
Published: June 23, 2026
DOI: 10.54254/2753-7064/2026.BJ34736
Volume: CHR Vol.114
pp. 67-74
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