Study on the Mitigation Mechanisms of Public Relations Strategies for Negative Brand Impact Following KOL Persona Collapse

Abstract

In the context of globalization and digital marketing, Key Opinion Leader (KOL) marketing has become a core approach to brand promotion. However, frequent occurrences of KOL persona collapse have significantly affected the brand image, consumer trust, and purchase decisions associated with the endorsed brands, presenting a new challenge for brand crisis management. This study aims to systematically investigate the mechanisms and effectiveness of various public relations strategies in mitigating the negative impact on brands caused by the collapse of KOL personas, developing a phased, scenario-based crisis public relations framework tailored to different user groups, and providing practical guidance for brands. The research indicates that effective public relations strategies adhere to a phased logic of 'rapid response, emotional repair, and semiotic reconstruction.' Responsibility acknowledgment and swift dissociation strategies are particularly effective during the crisis outbreak phase; emotional resonance and empathetic communication are vital for trust restoration during the ongoing phase. Long-term reputation reconstruction relies on third-party endorsement and the semiotic reconstruction of the signifier-signified relationship of brand symbols. The study further proposes a 'user stratification adaptation model,' emphasizing that strategies should be differentiated based on the distinct psychological motivations of core fans, ordinary users, and resistors.