The Study of KOL Marketing on the Purchase Intention of Guizhou Consumers’ Beauty Brands in the Era of Self-Media

In recent years, Key Opinion Leader (KOL) marketing had successfully used the high popularity of KOLs to promote products, effectively combining social networking and opening a new model commerce. The three research objectives this study were; analyze influence consumers’ purchase intention on economy beauty brand influencers; explore influencing mechanisms among experience, perceived value, identity, intention; provide reference opinions for sustainable development KOL in development.