Information Disclosure Transparency and Image Consistency: A Study on the Border Conditions of Short Video KOL Marketing on Purchase Intention

Abstract

With the rapid growth of short-video platforms and the widespread adoption of influencer marketing, many KOLs simultaneously build personal reputations and accept commercial endorsements-a dynamic that frequently leads to conflicts, undermining consumer trust. This study examines two core dimensions-information transparency and persona consistency-to explore their impact on influencer marketing effectiveness and consumer purchasing behavior. Employing a multi-case comparative approach, the research analyzes both exemplary and counterproductive cases using web ethnography and content analysis methodologies. It compares differences in information disclosure practices and persona consistency among influencers, as well as corresponding shifts in audience attitudes. Findings reveal that influencers who transparently disclose promotional information and maintain consistent personas more effectively earn public trust and drive purchase intentions. Conversely, information concealment or significant personality inconsistencies erode fan loyalty and harm endorsement credibility. The developed analytical model demonstrates how these factors serve as critical mediators throughout the process from influencer actions to consumer decisions. These conclusions provide actionable insights for balancing commercial interests with personal reputation management and mitigating marketing risks across influencers, brands, and platforms.