The Research on the Identity Construction and Influence of KOL in Cultural Community

Abstract

With the rise of Key Opinion Leader (KOL) in the digital era and the emergence of cultural communities, the importance of KOLs within these communities has been steadily increasing. This study examines the cultural construction and influence of KOLs in cultural communities. Employing literature analysis and case study methods, the study synthesizes existing scholarship to summarize characteristics of KOL identity and influence, and conducts an in-depth analysis of the representative KOL “Tao Heihei” to illustrate relevant phenomena. The findings show that KOL identity construction is a dynamic process evolving from “symbolic meaning generation” to “interactive negotiation” and finally “structural solidification,” embedded in social structures and capital logic. KOL influence depends on multiple factors: crisis management (e.g., Tao Heihei’s handling of the “Bingyu” incident), value expression aligned with community consensus (e.g., advocating gender equality), and accessible communication skills. The study fills gaps in marketing-focused KOL research and provides references for cultural community governance.