Xiyi ZHANG

Supervisor:Dr.Janey HUANG

Online reviews are indispensable reference for consumers when it comes to shopping online. With such a huge demand, an industry has come to existence, which makes commercials placed on the Internet unified with customers' reviews. The company must select the source account to post the commercials really carefully. And in most of the cases, the Key Opinion Leaders are the ideal choice. The following content is to test and discuss multiple situations of Key Opinion Leaders' advertisement, and what they can do to consumers' decisions.