This study used CiteSpace tool to conduct an in-depth analysis of the application value of KOL,and revealed the focus and research trend of the current academic community on the application value of KOL.This study suggests that further in-depth exploration of the application effects of KOLs in different industries and fields,discussion of the interaction mechanism between KOLs and brands,and the differ-ences in the influence of different types of KOLs on consumer behavior and market are conducive to a more comprehensive understanding and utilization of KOLs and support enterprises to enhance their competitive advantages.
维普
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