Research on the Mechanism of KOL Trust Construction and Influencing Factors

Abstract

This study examines the mechanisms and core influencing factors of trust construction between Key Opinion Leaders (KOLs) and their followers. Using a mixed research method (quantitative questionnaire survey and qualitative interviews), the study finds that professionalism, authenticity, and interactivity are the core drivers of trust, with cultural differences and emotional factors playing a moderating role. The study further proposes a dynamic model of trust that integrates the interaction of multiple factors, revealing the cross-cultural differences and long-term influence mechanisms of KOL trust construction. The results provide theoretical basis and practical guidance for optimizing KOL marketing strategies and enhancing consumer engagement.