A study of KOL effectiveness on brand image of skincare products

Wing Sing Cho, Liping Xiong, Mo Yin Kris Law, Ki Wai Lianne Lam

Research output: Journal article publicationJournal articleAcademic researchpeer-review

2 Citations (Scopus)

Abstract

With the prevalence of social media that promote interactivity among people, more organisations rely on Key Opinion Leader (KOL) to interact with potential customers in various social media for brand building. This study explores how KOL’s characteristics affect the KOL effectiveness and the outcome of brand image building of skincare products. We also examine the contingent conditions when KOL is more effective in brand image building based on the skincare consciousness of the consumer and whether the consumer is affected by his/her social groups. The knowledge transferred through this study reshape the management models in Enterprise Information Systems.

Original languageEnglish
Pages (from-to)1483-1500
Number of pages18
JournalEnterprise Information Systems
Volume15
Issue number10
DOIs
Publication statusPublished - May 2021

Keywords

  • KOL effectiveness
  • brand image
  • consciousness
  • skincare
  • social influence

ASJC Scopus subject areas

  • Computer Science Applications
  • Information Systems and Management

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