Research on the Mechanism of KOL Trust Construction and Influencing Factors
DOI:
https://doi.org/10.61173/qp7bzr44Keywords:
KOL trust, trust building mechanisms, in-fluencer marketing, cross-cultural research, consumer be-haviorAbstract
This study examines the mechanisms and core influencing factors of trust construction between Key Opinion Leaders (KOLs) and their followers. Using a mixed research method (quantitative questionnaire survey and qualitative interviews), the study finds that professionalism, authenticity, and interactivity are the core drivers of trust, with cultural differences and emotional factors playing a moderating role. The study further proposes a dynamic model of trust that integrates the interaction of multiple factors, revealing the cross-cultural differences and long-term influence mechanisms of KOL trust construction. The results provide theoretical basis and practical guidance for optimizing KOL marketing strategies and enhancing consumer engagement.
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