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Study on the Influence of KOL on Consumer Purchasing Decisions based on the Perspective of Brand Symbolization

Author(s)

Yiqi Jin

Affiliation(s)

Curtin Singapore, Singapore, Singapore

Abstract

This study explores how key opinion KOLs influence consumer purchase decisions as brand symbols. Traditional AISAS and other models focus on exposure and conversion, ignoring the symbolic meaning of communication content. Drawing on brand semiotics, this paper constructs a "KOL-brand-consumer" triadic interaction model, emphasizing how KOLs symbolically connect brand value through personal image and content style, triggering consumer identity and emotional transfer. The study adopts purposive sampling, interviews 15-20 consumers, and participatory observation of 3-5 top KOL live broadcasts. Based on the open, main axis and selective coding of grounded theory, three types of nonlinear decision-making driving mechanisms are identified: professionalism, emotional resonance and scene immersion. The results show that the match between KOLs and brands at the symbolic level significantly enhances consumer trust and willingness to buy, and emotional narrative is better than information transmission in stimulating participation. This study proposes a symbolic KOL selection and content optimization framework and designs quantifiable indicators such as symbol consistency and emotional projection to evaluate its marketing effectiveness. This enriches the theoretical perspective of KOL marketing and provides feasible guidance for brands and platforms.

Keywords

KOL Marketing; Brand Semiotics; Consumer Identity; Emotional Resonance; Symbol Consistency

References

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