A Study on Trust Mechanisms and Communication Effectiveness in Social Media KOL Marketing —— A Case Study of Rednote

Guoyuan Zhang

doi:10.63313/EBM.9118

Authors

Guoyuan Zhang Shanxi Technology and Business University, Taiyuan, China Author

DOI:

https://doi.org/10.63313/EBM.9118

Keywords:

Social media, KOL marketing, trust mechanism, communication effectiveness, Rednote

Abstract

This study aims to conduct an in-depth analysis of the trust mechanism and communication effectiveness in social media KOL (Key Opinion Leader) marketing, revealing its underlying logic and interconnections. With the rapid development of social media, KOL marketing has become a crucial promotional strategy for brands, where trust mechanisms and communication effectiveness serve as core elements. Using Rednote, a popular social media platform, as a case study, this research systematically examines KOL marketing phenomena on the platform. The findings reveal that the trust mechanism in Rednote KOL marketing primarily consists of three aspects: KOL's personal characteristics, fan interactions and platform mechanisms. Communication effectiveness is reflected in content reach, differences in promotional formats across content types and commercial value conversion. Notably, the trust mechanism significantly enhances communication effectiveness, while communication effectiveness also exerts a reciprocal influence on the trust mechanism. These two elements complement each other, jointly determining the success of KOL marketing. This study provides theoretical foundations and practical guidance for brands, platforms, and KOLs to optimize marketing strategies and improve promotional outcomes.

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