The Mechanism by Which Celebrity KOLs Affect Customer Loyalty

Case Study Based on Consumers Who have Purchased Celebrity Promoted Products

DOI

10.2991/978-2-38476-440-2_126How to use a DOI?

Keywords

KOL; Customer loyalty; 4V marketing theory; consumer

Abstract

With the rapid development of the live streaming industry, new opportunities and challenges have been brought to KOL (Key Opinion Leaders) marketing. Celebrity KOLs stand out among KOL types due to their strong fan base. This paper extensively explores celebrity KOLs and finds that there are still shortcomings in effectively improving customer loyalty, especially in focusing on consumer needs and experiences. To fill this gap, this article analyzes celebrity KOLs based on the 4V marketing theory and explores their impact on consumer customer loyalty.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhiyu Li
PY  - 2025
DA  - 2025/07/10
TI  - The Mechanism by Which Celebrity KOLs Affect Customer Loyalty
BT  - Proceedings of the 2025 11th International Conference on Humanities and Social Science Research（ICHSSR 2025)
PB  - Atlantis Press
SP  - 1110
EP  - 1120
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-440-2_126
DO  - 10.2991/978-2-38476-440-2_126
ID  - Li2025
ER  -