The Mechanism of KOL on Brand Loyalty: A Study of the Mediating Effect of Perceived Trust and Perceived Value

Based on the SOR theory, this study constructs an integrated framework of "KOL characteristics-perceived trust and perceived value-brand loyalty", aiming to analyze how KOL influences consumers' brand loyalty through the dual mediation mechanism. A questionnaire survey was conducted among 304 consumers who had purchased products on the recommendation of KOLs, and structural equation modeling was used for empirical analysis. The results show that perceived trust plays an important mediating role between KOL and brand loyalty. At the same time, KOL can also positively enhance consumers' perceived value, which in turn affects consumers' brand loyalty.