The Influence Mechanism and Optimization Strategy of Professional Marketing by KOL on Consumers' Purchasing Decision in Short Video Platform

This study focuses on the influence mechanism and optimization strategies of KOL professional marketing on consumers' purchasing decisions in short-video platforms. In recent years, short-video platforms have rapidly accumulated a massive user base due to their visual content, social attributes, and convenient content-creation models, making KOLs (Key Opinion Leaders) an indispensable partner for corporate digital marketing. Theoretically, this research sorts out core concepts such as KOLs, purchase intention, and brand loyalty. Empirically, a comparative analysis of multiple studies reveals that KOLs' professional knowledge output significantly enhances consumers' understanding and trust in product information, especially in high-integration product fields like educational courses and health services. Their professional expression indirectly promotes the transformation of purchase intention by enhancing the perceived value of functional, emotional, and social aspects. Additionally, KOLs strengthen consumers' brand loyalty by delivering brand values and establishing emotional connections through long-term content output, while excessive commercialization or lack of professionalism may lead to trust loss. The study suggests that enterprises should establish a scientific KOL professional evaluation system, focus on content knowledge density and brand tone matching; platforms should optimize recommendation algorithms to highlight professional content weight; brands should formulate differentiated marketing strategies for user segmentation. Future research can explore the performance of virtual KOLs in professional marketing and the reshaping mechanism of platform algorithms on marketing effects. This study provides bidirectional references for enriching the theoretical framework of KOL marketing and corporate practice.