The impact of short-video KOL marketing approaches on consumer purchasing behaviour: a case study based on Shakeology

In this article, the impact of short video KOL marketing approach on consumer buying behaviour is mainly discussed: a case study based on Shakeyin. With the development of short videos, people's lives are filled with short videos everywhere, on the bus, on the underground, etc., which are subconsciously influencing consumers' purchasing behaviour. This study uses qualitative research: the acquisition of secondary data based on Shakeology's corporate annual reports, internal corporate documents, media publicity, etc.; data analysis based on the third-order coding method, and finally draw conclusions.