Research on the Influence of KOL Characteristics in Douyin Agricultural Assistance Short Videos on Consumers' Willingness to Purchase Agricultural Products
Abstract
to purchase agricultural products, clarifies the definition of KOL in Douyin agricultural assistance short videos and its characteristics such as
professionalism, interactivity, narrative style, and localization, and proves that KOL professionalism has a positive impact on purchase intention, interactivity raises the level of consumer trust, narrative style guides the establishment of product awareness, and localization characteristics arouses emotional resonance. At the same time, it proposes to build an evaluation system to optimize KOL selection, in-depth training to
improve content quality, innovative communication forms and integrated channels to promote purchase intention, and provide theoretical and
practical reference guidance for Douyin agricultural assistance marketing.
Keywords
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DOI: http://dx.doi.org/10.70711/memf.v3i2.8839
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