The Impact of Social Media KOL Marketing Strategies on Brand Image Building

Abstract

In the era of digital communication, social media KOL marketing has become a core means for brand image building. However, most current studies focus on the communication effects of KOL marketing, while the internal mechanisms of how it systematically affects brand image building have been insufficiently explored. This paper takes the three dimensions of brand image building - cognition, emotion, and value - as a framework, and through case analysis, examines the specific pathways through which social media KOL marketing expands brand cognitive breadth, strengthens emotional identification, and shapes value image. It also analyzes the weakening effects on brand image caused by issues such as the high cost and low conversion rate of top KOLs and the insufficient professionalism of mid-tier KOLs. The research finds that the compatibility between KOLs and brands, the professionalism of content, and the rationality of strategy combinations are key factors determining their positive impact on brand image building. Based on this, the paper offers optimization suggestions from three aspects: KOL stratification selection, content quality control, and dynamic effect monitoring, providing practical references for brands to efficiently build their image through KOL marketing.