A Study on KOL-Driven E-Commerce Brand Marketing Paths and Effects—Based on the Live-Streaming E-Commerce Ecosystem

本文聚焦直播带货生态背景下，KOL (关键意见领袖)驱动电商品牌营销的路径与效果。由于KOL具有专业性强、影响力大、亲和力强等核心特征，其得以在电商品牌营销中发挥显著正向作用。同时，研究表明，KOL模式的显著优势在于其较强的信用背书能力与灵活的合作模式。但KOL也存在着马太效应、成本高昂等实际问题。因此，政府还应加强监管，以优化直播环境，构建高质量直播生态。This study focuses on the pathways and effectiveness of Key Opinion Leaders (KOLs) in driving e-commerce brand marketing within the live-streaming commerce ecosystem. Leveraging core characteristics such as professional expertise, substantial influence, and strong approachability, KOLs demonstrate significant positive effects in e-commerce brand marketing. Research further indicates that the prominent advantages of the KOL model lie in its robust credibility endorsement and flexible collaboration modes. However, challenges persist, including the Matthew effect and high operational costs. Consequently, enhanced governmental regulation is recommended to optimize the live-streaming environment and foster a high-quality ecosystem.