Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/93621
Title: | A study of KOL effectiveness on brand image of skincare products | Authors: | Xiong, L Cho, V Law, KMY Lam, L |
Issue Date: | 2021 | Source: | Enterprise information systems, 2021, v. 15, no. 10, p. 1483-1500 | 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. | Keywords: | Brand image Consciousness KOL effectiveness Skincare Social influence |
Publisher: | Taylor & Francis | Journal: | Enterprise information systems | ISSN: | 1751-7575 | EISSN: | 1751-7583 | DOI: | 10.1080/17517575.2021.1924864 | Rights: | © 2021 Informa UK Limited, trading as Taylor & Francis Group This is an Accepted Manuscript of an article published by Taylor & Francis in Enterprise Information Systems on 7 May 2021 (Published online), available at: http://www.tandfonline.com/10.1080/17517575.2021.1924864. |
Appears in Collections: | Journal/Magazine Article |
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File | Description | Size | Format | |
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Cho_Study_Kol_Effectiveness.pdf | Pre-Published version | 864.62 kB | Adobe PDF | View/Open |
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