KOLs’ credibility and its impacts on consumers’ brand perception

Dear study participant,you are invited to participate in the research study conducted for my Master Thesis at the University of Würzburg.From this research I wish to learn how the credibility of KOLs/网红 on social media platforms influence consumers’ perception of beauty brands. Key opinion leaders (KOLs) are individuals that have a significantly strong social status that their recommendations and opinions are listened to when making important decisions. Good examples of key opinion leaders are political figures, bloggers and celebrities who are known for their work (e.g., 李佳琦, 李子柒, Papi酱 etc.).  KOLs and influencers have many similarities, but they are not exactly the same. Influencers develop their reputation and fame through social media, e.g., in blogs and on YouTube. They can be interpreted as individuals who have a large following on social media. One of the key differences between both is that for influencers, having a community of followers is the most important thing. For KOLs on the other hand there is no requirement to work with social media or have any followers. They simply need recognition for having expertise on a certain topic. The survey should take you no longer than 10 minutes to complete. You do not have to answer any questions that you do not want to answer. The information you provide will be treated in the strictest confidence. Thank you for your help. Mandy Truong