Unveiling KOC impact: strengthening brand competitiveness through gen z's purchase intentions

Abstract

In the dynamic and fast-evolving landscape of marketing, staying attuned to emerging trends has become pivotal for brands seeking to gain a competitive edge. Remarkably, the strong growth of technology and social media platforms has led to the emergence of innovative and effective marketing strategies. Among these, Influencer Marketing has seen significant growth. Recently, Key Opinion Consumer (KOC) within Influencer Marketing has emerged, notably impacting consumers, especially the younger generation. Therefore, this study identifies key factors of KOC that influence the purchase intentions of young consumers while also uncovering new elements that brands can leverage to enhance their competitive capabilities. This research is grounded in the Theory of Reasoned Action (TRA). It reflects the influence of expertise and the appeal of prominent influencers, which were used to derive variables for the research model. By sampling 300 individuals aged 15-24 (Gen Z) who regularly shop on e-commerce platforms and analysing the data using SPSS 26, the results indicate that four factors of KOC influence the purchase intentions of Gen Z e-commerce users. These factors include objectivity, trust, entertainment, and familiarity. Based on these findings, the study offers several recommendations for brands to apply KOC Marketing trends to enhance their competitiveness effectively. Additionally, the study establishes a comparative framework between KOC Marketing and the widely prevalent KOL Marketing.