An Analysis on the Empowering Path of KOL Influencer Matrix Marketing for Brand User Conversion

Abstract

Driven by social media, cross‑border DTC brands have gradually shifted from single‑KOL placement to the multi‑tier influencer matrix model. Nevertheless, matrix placement generates dual effects of collaborative gains and internal friction. Taking cross‑border health‑oriented DTC consumer goods as the research object, this paper integrates the S‑O‑R model, the Elaboration Likelihood Model (ELM) and configurational causal theory to construct an analytical framework of “matrix structural characteristics‑consumer psychological perception‑hierarchical conversion performance”. Mixed empirical tests are carried out utilizing PLS‑SEM and FSQCA based on panel data of 62 brands and 427 consumer questionnaires (Lou S & Yuan L., 2021). The study finds that matrix vertical heterogeneity, tier matching balance and cross‑platform synergy significantly positively drive user conversion, while matrix narrative conflict exerts a significant inhibitory effect. Perceived information richness and perceived trust play a prominent chain‑mediating role. Multiple equivalent configurations exist for high conversion performance, and maintaining narrative conflict at a low level serves as a common constraint for all high‑conversion paths. Consumers of health‑category products perceive higher risks, and their demand for matrix vertical matching degree rises by 37.6 % compared with ordinary fast‑moving consumer goods (Zhang H & Li Y., 2024). This research expands the network perspective of KOL marketing matrix and provides quantitative decision‑making support for the overseas marketing of cross‑border health consumer goods.