Marketing Exposure Effect of Information Flow Platform:An Analysis Based on Key Opinion Leader Marketing Communication
In the information flow era,enterprises increasingly leverage key opinion leaders(KOLs)on information flow platforms to enhance marketing communication and achieve greater exposure.This study investigates whether collaborating with more KOLs genuinely benefits marketing performance and examines the differences in marketing performance between KOL collaborations on information flow media platforms and traditional media platforms.By using panel data from a short video platform,this study employs a Poisson model to analyze the relationship between the number of KOLs and marketing exposure effects.The findings reveal an inverted U-shaped relationship between the number of KOLs and marketing exposure.Initially,as the number of KOLs increases,the total number of orders rises because more KOLs help disseminate information more broadly and enhance brand credibility,thereby increasing users'purchase intentions.However,beyond a certain threshold,additional KOLs lead to negative effects due to perceived commercial motives and reduced credibility.Furthermore,this study distinguishes between first-exposure effects and multiple-exposure effects.While the number of KOLs positively impacts first-exposure effects,indicating that users make purchases after initially encountering KOL content,multiple-exposure effects exhibit a non-linear inverted U-shape.This indicates that excessive exposure can trigger negative reactions from consumers,reducing the credibility of KOLs.This study also finds that the efficiency of recommendation algorithms significantly moderates the impact of the number of KOLs.High-efficiency recommendation algorithms increase the frequency of repeated exposure to the same user,amplifying the negative impact of multiple exposures and shifting the inverted U-shaped curve leftward.In this case,brands should reduce the number of KOL collaborations to avoid negative effects.This study provides new insights into KOL marketing mechanisms in the streaming media era,challenging the traditional intuition that more KOL collaborations always yield better results.The findings offer practical guidance for brands to optimize their KOL collaboration strategies,enhance marketing communication effectiveness,and achieve maximum brand benefits.This nuanced understanding of KOL collaboration will help brands navigate the complexities of KOL marketing in an increasingly digital and saturated market.
NETL
NSTL
万方数据
