Consumer Behavior Perspectives on Beauty KOL Communication Strategies: A Review of AISAS Framework Applications

Abstract

The rise of Key Opinion Leaders (KOLs) in the beauty industry has fundamentally reshaped how consumers discover, evaluate, and purchase cosmetic products. This review synthesizes existing literature on beauty KOL communication strategies through the lens of the AISAS (Attention-Interest-Search-Action-Share) framework, integrating insights from consumer behavior theory, digital marketing research, and social influence studies. Unlike traditional advertising models, KOL-led beauty communication operates within a participatory ecosystem where consumer trust, parasocial relationships, and peer validation intersect. This paper examines how beauty KOLs navigate each stage of the AISAS model, identifies critical success factors, and highlights the unique challenges posed by platform algorithms, commercial conflicts of interest, and audience skepticism. The review also addresses underexplored areas including cross-cultural variations in KOL effectiveness, the role of micro-KOLs in niche beauty communities, and the ethical tensions inherent in sponsored content. Practical implications for marketers and content creators are discussed, alongside suggestions for future research directions that move beyond linear models toward more dynamic, network-based understandings of consumer decision journeys.