Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/93621
DC Field | Value | Language |
---|---|---|
dc.contributor | Department of Management and Marketing | en_US |
dc.creator | Xiong, L | en_US |
dc.creator | Cho, V | en_US |
dc.creator | Law, KMY | en_US |
dc.creator | Lam, L | en_US |
dc.date.accessioned | 2022-07-19T08:13:51Z | - |
dc.date.available | 2022-07-19T08:13:51Z | - |
dc.identifier.issn | 1751-7575 | en_US |
dc.identifier.uri | http://hdl.handle.net/10397/93621 | - |
dc.language.iso | en | en_US |
dc.publisher | Taylor & Francis | en_US |
dc.rights | © 2021 Informa UK Limited, trading as Taylor & Francis Group | en_US |
dc.rights | 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. | en_US |
dc.subject | Brand image | en_US |
dc.subject | Consciousness | en_US |
dc.subject | KOL effectiveness | en_US |
dc.subject | Skincare | en_US |
dc.subject | Social influence | en_US |
dc.title | A study of KOL effectiveness on brand image of skincare products | en_US |
dc.type | Journal/Magazine Article | en_US |
dc.identifier.spage | 1483 | en_US |
dc.identifier.epage | 1500 | en_US |
dc.identifier.volume | 15 | en_US |
dc.identifier.issue | 10 | en_US |
dc.identifier.doi | 10.1080/17517575.2021.1924864 | en_US |
dcterms.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. | en_US |
dcterms.accessRights | open access | en_US |
dcterms.bibliographicCitation | Enterprise information systems, 2021, v. 15, no. 10, p. 1483-1500 | en_US |
dcterms.isPartOf | Enterprise information systems | en_US |
dcterms.issued | 2021 | - |
dc.identifier.scopus | 2-s2.0-85105633991 | - |
dc.identifier.eissn | 1751-7583 | en_US |
dc.description.validate | 202207 bchy | en_US |
dc.description.oa | Accepted Manuscript | en_US |
dc.identifier.FolderNumber | MM-0029 | - |
dc.description.fundingSource | Self-funded | en_US |
dc.description.pubStatus | Published | en_US |
dc.identifier.OPUS | 55337083 | - |
Appears in Collections: | Journal/Magazine Article |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Cho_Study_Kol_Effectiveness.pdf | Pre-Published version | 864.62 kB | Adobe PDF | View/Open |
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