An Investigation On The Influence Of The Characteristics Of Key Opinion Leaders (Kols) On Generation Z Consumers’ Brand Attitude In Live Streaming Commerce: A Case Study Of Lemonade Cosmetics Brand On Tiktokshop

Abstract

The rapid ascent of Live Streaming Commerce (LSC) has introduced an innovative dimension to e-commerce, characterized by real-time social interaction between consumers and live hosts on platforms such as TikTok. This research examines the impact of Key Opinion Leaders (KOLs) on brand attitude and purchase intention among Generation Z (Gen Z) consumers in Vietnam, with a specific focus on the local cosmetics industry. The study employed a quantitative approach, collecting data from 300 Gen Z respondents via questionnaires to investigate the influence of KOL characteristics, including trustworthiness, expertise, information quality, attractiveness, meaning transfer, and product match-up on brand attitude and purchase intention The findings revealed that trustworthiness, information quality, attractiveness, and meaning transfer positively affect brand attitude. However, trustworthiness exhibits a negative relationship with purchase intention, while expertise, information quality, attractiveness, meaning transfer, and product match-up significantly influence purchase intention. Additionally, the study confirms that brand attitude mediates the relationship between certain KOL characteristics (trustworthiness, attractiveness, and meaning transfer) and purchase intention. The research underscores the importance of selecting KOLs with appropriate characteristics to enhance brand attitude and purchase intention in LSC, providing practical insights for cosmetics companies. The case study of Lemonade, a Vietnamese cosmetics brand, illustrates effective strategies for leveraging KOLs on TikTokshop to engage Gen Z consumers. This study contributes to the academic literature by addressing the gap in research on the influence of KOL characteristics in the Vietnamese LSC context and offers strategic guidance for marketers aiming to optimize KOL utilization in the competitive cosmetics market.