影响者营销中的“种草”悖论与信任重建

The Paradox of “Grass-Planting” in Influencer Marketing and the Reconstruction of Trust

摘要: 本文聚焦社交媒体影响者营销中的“种草”与“拔草”悖论，指出信任是成败核心。研究揭示，“种草”成功依赖精准匹配、优质内容与全链路转化，而“拔草”风险源于虚假宣传、过度商业化及产品力不足。据此构建品牌、KOL/KOC与平台三方协同的可持续策略体系，为提升营销效能与维护消费者信任提供理论与实践指导。

Abstract: This study examines the paradox of “grass-planting” and “grass-uprooting” in social media influencer marketing, identifying trust as the core determinant. Research reveals that successful “planting” relies on precise influencer-brand alignment, authentic content, and seamless conversion, while “uprooting” stems from false claims, over-commercialization, and poor product quality. A tripartite sustainable framework involving brands, KOLs/KOCs, and platforms is proposed, providing theoretical and practical guidance for enhancing marketing effectiveness and safeguarding consumer trust.