the use of a conceptual framework methodology
Methodology
The study employs the use of a conceptual framework methodology encompassing Social Network analysis (SNA). The method analyses social networks’ relational ties. The study looks at social network promotions using key opinion leaders with the view of determining how they influence the purchasing pattern of consumers in China and the UK. SNA conceptual framework will help to understand, analyze and highlight the pattern of social network users engagement concerning the SNA method is easy to use, and the study sample can efficiently access all the questionnaires prepared for the study. The framework will give insights as well as applications in regarding the relational structures that may affect both the business and the brand they are pushing. The research aims to determine how a brand’s ability to attract customers may be related to customer engagement in the purchase of brand –hosted media commodities. Through the use of data from online consumers in the US and China, the study will add information on the influence of key opinion leaders’ influence in marketing through social media.
The research employed both qualitative and quantitative analysis. The quantitative analysis was done through the use of surveys from six digital marketing networks, three from China and three from the UK, respectively. Qualitative analysis was through the use of questionnaires given to focus groups. The Chinese companies in the survey were Tencent Data Lab, China Internet Network Information Center, and Luxe.Co while those used in the UK were Mayple, SocialSEO, and Web FX
Table 1. Survey details for selected social networks in China.
Chinese social Networks
Year
Sample Size
Themes
Tencent Data Lab
2020
12.5
million
APPs usage: “youthful generation” in China
China Internet Network Information Center
2020
854 million
Chinese customers’ progressive platform for e-commerce
Luxe.Co
2020
50,000
The “youthful generation”: China’s new market for fashion products.
Table 2. Survey details for selected social networks in the UK
UK social Networks
Year
Sample Size
Themes
Mayple
2020
10
million
APPs usage: “youthful generation” in UK
Social SEO
2020
3
million
Chinese customers’ progressive platform for e-commerce
Web FX
2020
7.6
million
The “youthful generation”: China’s new market for fashion products.
Qualitative research was carried out on an online platform where interviews were given out through the Google analytics tool. The participants involved in the qualitative analysis comprised of 68 participants; 34 from the UK and 34 from China. The focus group included business people and online buyers who frequently trade online. The focus group’s age ranged between 18 and 45 years. The data collected was sorted and coded to remove any duplicated data. The data then got converted into a useable format. The main aim of the data cleaning process was to highlight the pattern of users in graphical representation.
The research instrument employed in the study encompassed the use of an online questionnaire. Guidance from the supervisor in charge was sought to ascertain the validity of the instrument. All participants in the study were asked to volunteer to remove the ethical concern of coercion.
Results and Discussion
Consumption Variation and KOL Marketing
A report from the China Statistical Report on Internet Development shows that the majority of Chinese who constantly engage on social networks are teenagers and middle-aged citizens. The pattern is almost the same in the UK, too, as teens and middle-aged individuals favor online shopping. Marketers need to monitor the evolution of how consumers purchase commodities consciously. The current consumer in China has transformed from generation x to generation z, where x represents consumers who purchase stuff directly from vendors and consumer z who actively carry out their purchases online. The insight is essential as it furnishes the study with important information on consumer purchasing patterns. Penguin intelligence shows that generation z prefers visual content consumption. Key opinion leaders like celebrities are, therefore, the ideal target that businesses use to influence commodity consumption.
Results
The surveys carried out on the selected online social networks showed that key opinion leaders play a significant role in influencing the way consumers make their purchases. Tencent Data Lab, China Internet Network Information Center, and Luxe.Co said they invest heavily in celebrity marketing to reach out to their client base. They embrace celebrity endorsements; they also create social platforms trends for their products through the use of social trendsetters. Mayple, Social SEO, and Web FX also use key opinion leaders in their marketing strategies. They, however, say inject less effort in the brand promotion strategy due to the less influence it has portrayed in terms of consumer persuasions. The three companies rely on product marketing based on the preference of clients and the quality of their products.
The interview participation had varied outcomes based on the demographical placement of the sample study. 24 out of the 34 (70%) participants from China showed that they depend heavily on the opinion of celebrities and opinion leaders in making purchasing decisions. 58% said they make purchases of commodities after they see them trending online. 80% of the participants from China said they rarely research a product before deciding on whether or not to purchase the commodity.
The interview carried out on participants in the UK showed that 75% of the population researches a product before purchase; they value making an informed decision first. 25% of the UK sample makes purchases due to celebrity influence, while 38% get influenced by running trends in the country. Gender also plays a role in how consumers get influenced; women were found to be more susceptible to following trends and celebrity promotions in the UK when compared to men.
Discussion
From the collected data, it is evident that the rate of Key opinion leaders in influencing the market mix varies for the UK and China. KOLs in the UK have little influence on the patterns of market mix. Few people get persuaded by KOL to make purchases due to the intensity of competition in the country. The market is run in an individualistic manner. Individuals make purchases based on their individual goals as opposed to purchasing under the influence of a group. Culture plays a big role in setting up the trend; Individualism in the UK makes it hard for groups to influence each other since everyone has their preferences. The UK market, therefore, is driven by customer preference on the quality of a commodity. Social networks in the UK target diverse preferences in their marketing. Their marketing strategies hinges on specificity to target all the different interests that consumers have.
75% of the sample population in UK research on the best available product in the market that meets their demands. Companies go out of their way to advertise the quality of the product. Social networks have enabled consumers in the UK to gain access to product information from different suppliers. A consumer uses the online platform to search for the best fit product according to their interest since their culture limits influencing from other parties. The diverse culture also makes it hard to drive celebrity marketing.
China embraces the culture of collectivism. The culture makes it easy to sway the market into buying a given brand by appealing to the opinion leaders. The Chinese culture calls for the interaction of individuals.
The interaction fosters a sense of togetherness where groups influence each other easily. In a country where people pull together, it is easy for investors to use the influence of opinion leaders as a marketing strategy. China has embraced the use of locally developed social platforms that create a strongly integrated digital ecosystem. The existence of local social networks like WeChat makes it easy for the country to create influential patterns. The Chinese depend on the platforms to learn and research on products. Key opinion leaders have been able to create followers who benefit directly from their expertise in brand analysis. Research shows that close to 70% of Chinese citizens will turn to the local social media to procure products as opposed to using other channels. The move is a result of the collectivist culture that makes them trust the KOL view when it comes to making purchase decisions. China has, in the past, encountered companies that sell low-quality products. Consumers have become weary of the fake brands; they, in turn, rely on the guidance of KOL to procure genuine commodities.
The one similarity that both China and the UK have regarding consumer purchase is the fact that in both cases, consumers research on a commodity first. While UK consumers search through the company’s website for information on the quality of a product, the Chinese consumer searches on the view of KOL on social platforms. They value the decision of KOL enough to inform their judgment on whether or not to buy a commodity.
Conclusion
Key Opinion leaders are becoming more influential in determining purchasing trends globally. They have proven to be a valuable resource in pushing ales up for companies, especially in countries that have established their social networks. KOL use their influence to convince consumers into buying their choice of commodities. By advocating for the selection of specific merchandise, KOLs can shape consumer behavior in a country. In countries where the power distance is low, like in China, KOLs have the upper hand since they can easily use the proximity between the groups to champion for the purchase of certain products.
KOLs in the UK have failed to make a substantial impact due to the individualist culture existing in the country. Consumers are driven by their preferences. The ties between individuals in the society are restrained making it hard for KOL to establish spheres of influence on marketing mix. KOLs in japan are flourishing as a result of a cultural system that promotes collectivism. Through the use of local social networks, businesses have successfully entrenched the use of KOL into their market mix. Individuals are easily influenced by others around them when making purchases as a result of the bonds fostered by collectivism. The similarity between the UK and China KOL’s influence on the market mix is mostly seen in the research stage decision making on a purchase. Both markets use the KOL to research on a commodity. The KOL in China will majorly depend on the reputation they have created while the one in the UK will largely benefit from the information they share on a product. KOL is a platform that is fast picking up, especially since the digital era has opened up the global market for anyone to exploit. Global trends can be initiated by KOL, making a product appeal to a broader market. Celebrity marketing, for example, can help to promote a product globally as the consumer strives to get a product simply because their idol owns one.
Recommendations
Several factors need to be implemented to ensure the success of KOLs in marketing. The creation of local social platforms can help to drive up KOL influence. The local networks will enable the KOL to influence consumer behavior by establishing a platform that KOL can use to market products tailored for the local market. Key opinion leaders need to display expert information on the product they are marketing; the market in the UK values the information on the quality of a product more than the medium advertising. Key opinion leaders should, therefore, strive to give detailed information on the products they are pushing to appeal to a market that is keen on details. Finally, key opinion leaders need to carry themselves with dignity as any negative vice from them might end up affecting the way a product performs in the market.