The Influence of Key Opinion Leaders on High-End Beauty Brands in the Age of Self-media

As social marketing continues to thrive, as well as the bright prospect of the beauty industry, KOL marketing gets considerable attention. Several organizations rely on KOL to attract customers and build brand image, which gained remarkable success. KOL is a popular topic emerging in recent years, and previous studies concentrate on its generalized characteristics and effects. This study identified the influence of KOL on high-end cosmetics and emphasized the importance of KOL. Through questionnaire distribution and quantitative analysis, the results showed that the impact of KOL on premium beauty brands is positive. And customers’ purchase intention is highly linked with KOL because of their expertise, trustworthiness, and intimacy. KOL is influential in promoting cosmetic sales even better than the official account. The study's findings help businesses identify which aspects of high-end cosmetic companies should be emphasized in social media marketing to influence consumers’ purchase intentions.