Research on Factors Affecting KOLs on Students' Buying Behavior for Colorkey Lipstick Products on Tiktok Platform at Universities in Hanoi

The study investigates the factors influencing the impact of Key Opinion Leaders (KOLs) on the buying behavior of university students in Hanoi toward Colorkey lipstick products on the TikTok platform. Using quantitative methods with survey data collected from students across several universities, the research identifies five main KOL-related factors: credibility, attractiveness, content quality, product fit, and interaction. Among these, credibility and content quality are found to have the strongest influence on students' purchasing decisions, while attractiveness and interaction also contribute significantly. The alignment between the KOL’s personal brand and the product (product fit) enhances the effectiveness of the other factors. The study highlights the importance of authentic, engaging content and meaningful interaction in building trust and driving consumer behavior. It suggests that brands aiming to reach Gen Z consumers on TikTok should carefully select KOLs who not only resonate with their target audience but also represent the brand image effectively.