the impact of Key Opinion Leaders (KOLs) on purchase decisions in the context of Marketing 5.0, incorporating the method, objective, and significance: "A Game-Theoretic Analysis of Key Opinion Leader Influence on Consumer Purchase Behavior in the Age of Marketing 5.0" Method: Game-theoretic modeling, social evolution game theory Objective: Examine the strategic interactions between KOLs, firms, and consumers, and their impact on purchase decisions Significance: Inform marketing strategies and policies in the evolving Marketing 5.0 landscape "Quantifying the Economic Impact of Key Opinion Leader Endorsements: A Structural Econometric Approach to Marketing 5.0" Method: Structural econometric modeling, causal inference Objective: Estimate the causal effect of KOL endorsements on consumer demand and firm revenue Significance: Provide empirical evidence for firms to optimize their KOL marketing investments "Evaluating the Return on Investment of Key Opinion Leader Marketing in the Marketing 5.0 Era: A Cost-Benefit Analysis" Method: Cost-benefit analysis, return on investment (ROI) calculation Objective: Assess the economic viability and profitability of KOL marketing strategies Significance: Guide firms in allocating marketing resources efficiently in the Marketing 5.0 context "Exploring the Dynamics of Key Opinion Leader Influence and Consumer Trust in Marketing 5.0: An Agent-Based Modeling Approach" Method: Agent-based modeling, simulation Objective: Investigate the complex interactions between KOL influence, consumer trust, and purchase decisions Significance: Provide insights into the evolution of consumer behavior and market dynamics in Marketing 5.0 "Optimizing Key Opinion Leader Selection and Engagement Strategies for Maximizing Marketing ROI in the Marketing 5.0 Paradigm" Method: Optimization modeling, machine learning Objective: Develop algorithms and models to identify and leverage the most effective KOLs for marketing campaigns Significance: Enhance the efficiency and effectiveness of KOL marketing strategies in the Marketing 5.0 context

1. 浙江工业大学演示模板
Modelling the Impact
of KOLs on Purchase
Decision in Marketing
5.0: A Social
Evolution Game
Perspective
Muhammad Aflah
2270702001
Research Proposal

2. 1. Introduction Marketing 5.0
Marketing 5.0 represents a significant evolution in the marketing landscape,
integrating advanced technologies such as artificial intelligence (AI), big data,
the Internet of Things (IoT), and blockchain to create personalized and
humanized marketing experiences (Mishra, 2023).

3. 2. Importance of KOLs in Marketing 5.0
Role of Key Opinion Leaders (KOLs)
• Influencers shaping consumer
behavior and purchase decisions
• Trust-building and engagement
through authentic content
Impact on Marketing Strategies
• KOLs as valuable assets in modern
marketing
• Increasing importance across
various platforms (Xia, 2022)
Key Opinion Leaders

4. 3. Research Objectives
Main Goals
• Analyze the impact of KOLs on
consumer purchase decisions
• Apply the SEGINE model to
understand KOL dynamics
Specific Objectives
• Identify key factors influencing KOL
effectiveness
• Develop strategies to optimize KOL
use in marketing

5. 4. Literature Review - Historical Context
From Traditional Media to Social Media:
• KOLs transitioned from celebrities in TV, print,
and radio (one-way communication) to
influencers on Instagram, YouTube, TikTok.
Emergence of Micro-Influencers:
• Smaller, niche audiences.
• High engagement and perceived authenticity.
Technological Integration for Contextual Marketing
AI: Analyzes data to identify and assess KOLs, personalizes
content based on audiences.
IoT: Collects data on consumer interactions, enabling real-
time engagement. (Teixeira, 2023).

6. 5. Literature Review – Current Landscape
KOL Influence Mechanisms
• Trust-Building: Authentic and relatable content.
• Engagement: High interaction (likes, comments,
shares).
• Conversion Metrics:
 CTR: Percentage of clicks on KOL links.
 Conversion Rate: Percentage of purchases or
actions post-click (Gonu et al., 2022).
• Price Promotions: Unique tracking links and promo
codes drive immediate sales.
• Product Information: Detailed reviews and tutorials
help informed decisions (Xia, 2022)

7. 6. Methodology
Data Collection
From KOLs:
• Performance metrics: Likes, comments, shares, views.
• Unique tracking links and promo codes.
From Consumers:
• Click data: Number of clicks on tracking links/promo
codes.
• Conversion data: Purchases, sign-ups (Wu et al.,
2022).
Modelling and Simulation (SEGINE Model):
• Simulates KOL-consumer interactions.
• Analyzes influence on consumer behavior over time.
• Predicts outcomes of KOL strategies (Sun et al.,
2023).

8. 7. Research Plan
Phase 1: Literature Review and Theoretical Framework (Months 1-
2)
Phase 2: Data Collection (Months 3-5)
Phase 3: Data Analysis and Modelling (Months 6-8)
Phase 4: Report Writing and Review (Months 9-10)
Phase 5: Final Presentation and Submission (Month 11)

9. 8. Innovations in the Research
Integration of Social Evolution Game Theory (SEGINE model):
• The research introduces the SEGINE model to analyze and predict KOL influence within social
networks.
• This model incorporates indirect network effects, providing a nuanced understanding of KOL-consumer
dynamics.
Focus on KOL Identification and Price Promotion:
• The study specifically examines how KOLs are identified and how their price promotion strategies
impact consumer behavior.
• This focus helps to uncover the mechanisms that make certain KOLs more effective in driving sales.

10. 9. Expected Outcomes
1. Enhanced Understanding of KOL Influence
• Detailed Insights into Trust-Building, Engagement, and Conversion Rates:
The research will provide in-depth analysis of how KOLs build trust, engage their audience, and convert
followers into customers. These insights will help brands understand the specific factors that drive KOL
effectiveness.
2. Effective Marketing Strategies
• Actionable Recommendations for Optimizing KOL Use:
Based on the findings, the study will offer practical strategies for businesses to maximize the impact of KOLs in
their marketing campaigns. These recommendations will be tailored to different platforms and audience
segments.
3. Model Validation
• Establishing SEGINE as a Predictive Tool for KOL Impact:
The research aims to validate the SEGINE model as a reliable tool for predicting the influence of KOLs on
consumer behavior. This validation will support the use of SEGINE in future studies and practical applications.

11. Thank
You `