The Influence of Brand Marketing Strategies and Key Opinion Leaders on Consumers' Purchase Intentions and Brand Loyalty

In the context of rapid societal evolution and exponential growth in the internet-driven economy, numerous brands emerged, and means of brand competition have become increasingly diverse. The sales method of live-streaming e-commerce has gradually gained popularity among consumers, as it combines real-time interaction, visual product displays, and instant purchasing options. It is evident that marketing strategies and Key Opinion Leaders (KOLs), who have a great affect on consumers' purchasing intentions, are crucial for brand development and product sales. This paper integrates and analyzes the research conducted by various authors through questionnaire surveys to explore the influence of brand marketing strategies and KOLs on consumers' purchasing intentions and brand loyalty. The findings reveal that brand marketing strategies are a strong influence on purchasing intentions and BT, and KOLs also have a significant influence on these aspects, which is beneficial for product sales and helps enterprises formulate more effective marketing strategies and enhance their competitiveness in the market.