Key Opinion Leaders’ Influences in the Chinese Fashion Market

Fanke PENG, Yushan Zou

Research output: A Conference proceeding or a Chapter in BookConference contributionpeer-review


With the continuous evolution of information and media technologies, Chinese users spend a large portion of their daily lives on social media sites/apps, such as WeChat, Sina Weibo and Tencent QQ. Through social media, KOLs (Key Opinion Leaders) are of great importance for fashion designers and brands to dominate the fashion industry market. In this study, the phenomenon of KOL marketing in the Chinese fashion industry is analysed based on the development of web celebrities’ economy, media celebrity economic chain, as well as media celebrity commercial value.

SNA (Social Network Analysis) methodology was chosen to analyse the current KOL marketing in China based on the data collected by four Chinese databases, including Tencent Data Lab, China Internet Network Information Center, Hualizhi and Jingdong Finacial Research Institute. Besides, focus group interviews were conducted to gain further insight via qualitative analysis. Data were then visualised and measured to generate suggestions on the application of KOL in terms of image promotion, fashion marketing strategies and promotion methods.
Original languageEnglish
Title of host publicationFashion Communication in the Digital Age
EditorsNadzeya Kalbaska, Teresa Sádaba, Francesca Cominelli, Lorenzo Cantoni
Place of PublicationNetherlands
Number of pages14
ISBN (Electronic)9783030154363
ISBN (Print)9783030154356
Publication statusPublished - 2019
EventFACTUM19 – Fashion Communication Conference: Fashion communication: between tradition and future digital developments - Ascona, Switzerland
Duration: 21 Jul 201926 Jul 2019


ConferenceFACTUM19 – Fashion Communication Conference
Internet address


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