Research On The Impact Of Opinion Leaders On Consumer's Purchasing Behavior In The Age Of Social Networking

The development of social networks incubates a group of opinion leaders who have more network relations than ordinary people.They are important nodes on the Internet with greater influence.The change of major social contradictions reflects people's pursuit of a better life,and the emergence of opinion leaders has played an important role in demonstration,especially in the beauty industry,opinion leaders have attracted a large number of fans by virtue of their charm and excellent professional ability.Therefore,the business value of opinion leaders is valued by enterprises.On the one hand,enterprises hope to rely on the influence of opinion leaders to carry out social marketing,so as to enhance the publicity and enhance the loyalty of users;on the other hand,by improving the feedback mechanism of opinion leaders,better accurately positioning the needs and hobbies of consumers,so as to improve the accuracy of product research and development.In this thesis,the double case study method is adopted,by selecting the old brand national product representative "berberine" with low market share as the main case and the international famous brand "Estee Lauder" as the comparative case.Based on the time axis of the process of opinion leaders improving consumer loyalty,this thesis analyzes the whole process of the influence of opinion leaders on consumers' purchase behavior from four functions: prominent function,diffusion function,guidance function and role transformation function.The results show that:(1)the heterogeneous resources owned by enterprises,opinion leaders and consumers can complement each other,and opinion leaders provide a convenient channel for consumers to participate in value creation.(2)There are two key points of opinion leaders' influence on consumers' purchase behavior:information diffusion and personality endorsement,that is,a series of psychological and behavioral changes that consumers transform from "knowing" to "believing" to "buying".(3)Consumers' trust in the brand will eventually fall to the product itself.The quality of the product,the degree of satisfying consumers' needs and the ability to adapt to consumers' changing interests and hobbies are the fundamental factors that determine whether an enterprise can last forever.The cooperative marketing of enterprises and opinion leaders is not once and for all,and excessive dependence on them will cause the antipathy of consumers.According to the research results,the following conclusions are drawn.In terms of enterprises,they should select partners from multiple assessment standards,strictly review the content released by opinion leaders,pay attention to the vicious spread of bad word-of-mouth,establish a perfect assessment mechanism,and ensure the marketing conversion rate;in terms of opinion leaders,they should promote the content appropriately,prevent the decline of powder loyalty,continuously improve their professional ability,increase the innovation points of works,and avoid the content Over homogenization.In terms of ordinary consumers,the rights and interests brought by the Internet are improved,and their demands are fully expressed,so as to obtain a better customer experience.