The Impact Of Social Media Key Opinion Leaders On Clothes Brand Communication

The information transmission has undergone tremendous changes along with the development of social networks.Especially the emergence and development of Weibo,which has triggered a new revolution in today’s information dissemination field.More and more enterprises realize the importance of Weibo as a carrier in the brand marketing and promotion.Weibo’s highly interactive attributes and crowd participation can make Weibo key opinion leaders play an important role in information transmission,creating Internet word-of-mouth effect and public opinion guidance in unexpected events.From the perspective of marketing,this paper makes an in-depth analysis of the information dissemination characteristics,mode of communication and the public influence of the opinion leaders in Weibo environment,and probes into how clothing brands use Weibo opinion leaders for brand communication.Firstly,this paper studies the dissemination value of Weibo key opinion leaders on the basis of the relevant theoretical research made by experts and scholars at home and abroad,and concretely explains the trustworthy value,interactive value and guiding value of Weibo key opinion leaders in Weibo’s brand communication.From the analysis of the mode of transmission,the content of the communication and the acceptance degree of the audience,this paper expounds the communication strategy,the brand effect and the public influence of the key opinion leaders on the Weibo dissemination of the clothing brand,and concludes that the main factors affecting communication effect of the opinion leaders for clothing brand are mainly the delay of information transmission,the content participation and conversion rate of the communicators,the accumulation of the dissemination effect,the selectivity of the information release time and the quality guarantee of the brand products.Then it concludes the advantages and disadvantages of different categories of key opinion leaders in the spread of the clothing brand in the Weibo.Secondly,through the analysis of specific cases,the author analyzes the strategies and ways of the brand communication by different types of key opinion leaders,and concludes that the main factors which need to be considered when choosing the appropriate Weibo key opinionleaders are the followings.(1)The fit degree between key opinion leader and the brand;(2)the Weibo active index of key opinion leaders;(3)the cooperation degree between the brand and key opinion leaders;(4)the loose degree of information issued by key opinion leaders;(5)the "combat" degree in the cluster of key opinion leaders;(6)the commercial degree of information content.And design the Weibo brand communication strategy according to the specific brand,getting suitable Weibo dissemination strategies and methods for clothing brand.Finally,based on the conclusion of the study,theory and practice,the Weibo dissemination effect of clothing brands influenced by opinion leaders are gotten.The influence factors include the delay of information transmission,the content participation and conversion rate of the communicators,the accumulation of the dissemination effect,the selectivity of the information release time and the quality guarantee of the brand products.It also points out the way to avoid risks in the process of clothing brand communication,and provides suggestions and references for clothing enterprises and brands to use opinion leaders in Weibo’s dissemination and promotion.The diversity of information transmitted by Weibo key opinion leaders and the complexity of Weibo platform’s dissemination content determines the difficulty of controlling the "negative impact" of Weibo key opinion leaders.Therefore,the premise of the enterprise to carry out the brand communication is to ensure the quality of the product and the service.In the process of communication,we need to control the accuracy of the information dissemination,reduce the ambiguity of the dissemination content,improve the brand’s social responsibility,promote positive energy,enhance the positive publicity effect for users and the brand influence of apparel enterprises.