NAVIGATING THE DIGITAL DRAGON: A CROSS-CULTURAL ANALYSIS OF KOL MARKETING STRATEGIES FOR THAI BEAUTY BRANDS IN CHINA

Abstract

This study provides a cross-cultural analysis of the Key Opinion Leader marketing strategies employed by Thai beauty brands in the Chinese market, using Mistine as a primary case. Employing a mixed-methods approach, it combines content analysis of KOL promotions (2020-2024) with a quantitative survey of 423 Chinese female consumers. This research refines cross-cultural marketing theory by repositioning cultural adaptation not as a standalone strategy, but as a crucial component within the overarching construct of "Perceived Authenticity," which emerged as a single dominant factor explaining 69.64% of the variance. Furthermore, "Consumer Engagement" and trust in micro-KOLs were the strongest predictors of purchase intention. The results underscore that successful cross-cultural marketing in China's digital ecosystem requires moving beyond superficial localization to foster genuine, culturally resonant connections.