Research on Pathways for KOLs to Promote Cultural Heritage in the New Media Er —Taking the Wuzhen Theatre Festival as a Case Study

Abstract

New media technologies are reshaping cultural communication models. KOLs have emerged as vital bridges connecting traditional culture with younger audiences, playing an increasingly prominent role in cultural transmission. However, existing research predominantly focuses on their commercial marketing value, with insufficient attention given to their pathways of influence, effectiveness evaluation, and sustainable mechanisms within cultural transmission—highlighting the necessity of this study. Using the Wuzhen Theatre Festival as a case study, this paper constructs a "KOL Characteristics - Technology Empowerment - Audience Feedback - Inheritance Effect" model. Using longitudinal data from 2013 to 2024, it analyzes three types of KOL behaviors and explores how technologies like 5G+4K enhance KOL communication effectiveness. This study fills a theoretical gap in "KOLs and Cultural Inheritance," refines a four-tier evaluation system, and provides quantifiable references for revitalizing traditional culture and industrial upgrading, holding significant theoretical and practical value.