Chong, Hoi YingHoi YingChongHui, Lok YanLok YanHuiLin, Po YeePo YeeLinMak, Chor WanChor WanMakTam, Cheuk ManCheuk ManTamYip, King TungKing TungYipYIP Chi Yan, TobyTobyYIP Chi Yan2026-07-082026-07-082025Chong, H. Y., Hui, L. Y., Lin, P. Y., Mak, C. W., Tam, C. M., Yip, K. T., & Yip, C. Y. (13 Jul 2025). The performance of individuality in KOLs: Relating fan base growth and advertiser influence. 13th European Conference on Arts & Humanities (ECAH2025), London, United Kingdom, and Online.http://hdl.handle.net/20.500.11861/28060Studies on social media KOLs (Key Opinion Leaders) often emphasize the interplay between their performance of individuality and fan support as a means to transcend the limitations of traditional media, which are often driven by economic concerns. This research investigates the factors that lead to stronger engagement from fans for KOLs of various scales. Specifically, it explores whether increase in the scale of KOLs will results in qualitative changes in their operations and fan expectations, empowering them in negotiations with advertisers regarding their creative strategies and individuality, or if it imposes constraints due to heightened economic considerations. To investigate this, we conducted a survey of 496 university students in China, asking them to evaluate the KOL they follow most closely. Our findings reveal that scale matters in a way that the perceived popularity of KOLs significantly influences the level of support they receive from followers. Moreover, while commercial relationships with brands do not negatively affect KOL popularity, it is crucial for influencers to maintain a consistent persona and style to meet audience expectations. Comparisons across KOL scales reveal that smaller KOLs often distinguish themselves by offering superior production quality and a unique, inspiring persona, as fans prioritize novelty. In contrast, larger KOLs are expected to deliver consistent narratives and specialized content, alongside immersive storytelling that engages followers. These insights highlight that individuality is both a blessing that enhances KOL appeal and a burden that can limit creativity, making this duality essential for navigating the evolving social media landscape.enConference Paper