A Study on the Influence of Social Media Key Opinion Leaders on the Decision-Making of Gen Z Female Consumers—Taking Beauty Products as an Example

Abstract

Taking beauty products as an example, this paper studies how beauty KOL affects their decision to buy things through the Fine Processing Possibility Model and in-depth chat with girls of generation Z. The study found that beauty KOL mainly affects us in two ways: one is called central pathway, which is to look at the product effect carefully and be afraid of buying the wrong one; The other is called peripheral pathway, which arouses our interest by making us feel sympathetic and KOL is real. We will switch between these two methods according to different products, and regard KOL as a useful tool, but we don’t rely entirely on them. This study gives an idea for KOL marketing of beauty brands, and also makes people know more about how we buy things in the digital age.