The Performance of Individuality in KOLs: Relating Fan Base Growth and Advertiser Influence

Author Information

Hoi Ying CHONG, The Chinese University of Hong Kong, China
Lok Yan HUI, The Chinese University of Hong Kong, China
Po Yee LIN, The Chinese University of Hong Kong, China
Chor Wan MAK, The Chinese University of Hong Kong, China
Cheuk Man TAM, The Chinese University of Hong Kong, China
Chi Yan YIP, The Chinese University of Hong Kong, China
King Tung YIP, The Chinese University of Hong Kong, China

Abstract

Studies on social media KOLs (Key Opinion Leaders) often emphasize the interplay between their performance of individuality and fan support as a means to transcend the limitations of traditional media, which are often driven by economic concerns. This research investigates the factors that lead to stronger engagement from fans for KOLs of various scales. Specifically, it explores whether increase in the scale of KOLs will results in qualitative changes in their operations and fan expectations, empowering them in negotiations with advertisers regarding their creative strategies and individuality, or if it imposes constraints due to heightened economic considerations. To investigate this, we conducted a survey of 496 university students in China, asking them to evaluate the KOL they follow most closely. Our findings reveal that scale matters in a way that the perceived popularity of KOLs significantly influences the level of support they receive from followers. Moreover, while commercial relationships with brands do not negatively affect KOL popularity, it is crucial for influencers to maintain a consistent persona and style to meet audience expectations. Comparisons across KOL scales reveal that smaller KOLs often distinguish themselves by offering superior production quality and a unique, inspiring persona, as fans prioritize novelty. In contrast, larger KOLs are expected to deliver consistent narratives and specialized content, alongside immersive storytelling that engages followers. These insights highlight that individuality is both a blessing that enhances KOL appeal and a burden that can limit creativity, making this duality essential for navigating the evolving social media landscape.

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• Category: Media, Film Studies, Theatre, Communication

Posted by James Alexander Gordon

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