The Influence of KOL (Key Opinion Leader) Marketing Model on the Consumption Behavior of Generation Z

With the rapid development of Internet technology, KOL (Key Opinion Leader) marketing has emerged as a vital tool for brand promotion. Particularly for the Z-generation (born between 1995 and 2010), the influence of KOL marketing is particularly pronounced. This paper delves into the KOL marketing model, examining its impact on the consumer behavior of the Z-generation. Through interviews and qualitative research, it unveils how KOL marketing influences Z-generation's consumption decisions and brand attitudes in terms of precise targeting, diversified content formats, and heightened interactivity. The findings reveal that KOL marketing fosters emotional connections between brands and consumers, enhancing brand awareness and loyalty, thereby playing a pivotal role in shaping Z-generation's consumer decisions.