The Implication of Marketing Communication Strategy on Personal Branding and Audience Consumer Behavior: A Case study of Li Jiaqi’s Double Eleven Shopping Show “All Girls' Offer”

Abstract

This research aimed to explore the implication of personal branding established by opinion leaders on consumers' shopping behavior in the use of marketing communication strategies. The deepening use of social networks has gradually amplified the power of ordinary individuals, especially opinion leaders, to influence consumer behavior. More and more opinion leaders with professional knowledge have generated personal influence in specific groups through the implantation of personal brand publicity content, especially in the daily shopping behavior of specific groups, which has led to the upsurge of personal branding of key opinion leaders. They use their strong influence and discourse power in specific user groups to gradually build a personal brand with individuals as the main brand image, which is sought after by users. Based on this observation, the research in this paper is initiated. This paper selects "Li Jiaqi" as a case of personal branding, and studies the communication strategy of personal branding with "All Girls' OFFER" of the 2022 November Shopping Show. In terms of research methods, this paper focuses on qualitative research, mainly using text analysis and in-depth interviews. Based on the iii

analysis, this paper selects Don Schultz's 41 theory and SIPS model as theoretical support and obtains the communication strategy of personal branding from four aspects. This research argues that the communication strategies used by Li Jiaqi's personal brand in the "All Girls' OFFER" video series of the 2022 Double Eleven shopping show have a direct impact on the shopping behavior of consumers, and bring closer the intimacy with users, thus establishing the loyalty of the personal brand users. This paper introduces Li Jiaqi to the research of personal brand communication strategy, hoping to provide a reference for personal brand communication strategy.