Impact of social media influencers on purchasing in China 2023

In China’s fast-evolving digital landscape, social media influencers, or "key opinion leaders" (KOLs), have become integral to shaping consumer purchasing behavior. According to a consumer survey conducted by Rakuten Insight among Chinese consumers in May 2023, about 86 percent of respondents who had followed at least one influencer on social media said that they had purchased the products endorsed by the KOL. Female respondents were slightly more likely to fall into the influence.

The intricate elements of trust and authenticity

One of the key reasons KOLs have such a profound impact is the deep trust they foster with their followers. Unlike traditional celebrities, influencers often engage with niche audiences through personalized content, creating a sense of authenticity and community. Followers view their product recommendations as genuine, making them more likely to purchase products ranging from clothing to electronics.

Varying impact of endorsements

These influencers wield significant power over their followers. The endorsement effects could differ by gender in terms of product categories; while KOL recommendations on cosmetics items appeared to be more effective among female shoppers, promotions on consumer electronics often resonated better among male buyers. The same survey also revealed that about 60 percent of Chinese consumers would not mind spending more for a collaboration product between a brand and an influencer.