A study of KOL effectiveness on brand image of skincare products

Liu, Xiong; Cho, Vincent; Law, Kris M. Y.; Lam, Lianne

doi:10.1080/17517575.2021.1924864

Cited by 24 publications

(40 citation statements)

References 58 publications

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“…In addition, Alshad Ahmad's content also gives the impression of authenticity, which is reflected in his content that shows his closeness to his wild pet animals. This activity eventually has the potential to build a parasocial relationship between Alshad Ahmad and his audience, which in turn affects his popularity and the trust he gains from his audience (Jin et al, 2021;Pöyry et al, 2019;Reinikainen et al, 2020;Xiong et al, 2021). (Myers, 2003).…”

Section: Resultsmentioning

confidence: 99%

Science communication by scientists and influencers on social media

Silfia

Irwansyah

2022

jmk

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This study analyzes the shift in the science communication landscape, which is starting to be influenced by the presence of influencers on social media. Influencers who influence to construct audience opinions allow the birth of different interpretations of scientific information among the audience, especially the lay audience. These can be seen in the discussion about wildlife care tweeted by veterinarian Nur Purba Priambada who criticized influencer Alshad Ahmad. The reaction to Purbo's tweet shows that not all audiences agree with the scientific information shared by Purbo, even though Purbo has a scientific background. On the other side, some audiences support the influencer Alshad Ahmad who keeps the wildlife on his own. This study uses the netnographic method. This study aims to examines how science communication that takes place on social media affects audience reactions to scientific information shared by scientists and influencers, in this case, Purbo and Alshad Ahmad. The study result shows that the audience does not necessarily believe the information shared by people with scientific backgrounds in a scientific discussion on social media. Although some audiences believe the scientists' scientific information, other audiences trust the influencer more. This finding can be a consideration for scientists to develop an effective communication style on social media regarding scientific information to audiences, especially lay audiences.

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Section: Resultsmentioning

confidence: 99%

Science communication by scientists and influencers on social media

Silfia

Irwansyah

2022

jmk

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“…Therefore, to rigorously obtain the characteristics of KOL, our research summarizes the common characteristics of opinion leaders, live streamers, and celebrity endorsers in existing studies as shown in Table 1 . Xiong et al [ 120 ], and Xu et al [ 122 ] categorized KOL characteristics into attractiveness, trustworthiness, and expertise, which are also common characteristics of opinion leaders, live streamers, and celebrity endorsers, thus our research considers attractiveness, trustworthiness, and expertise as the characteristics of KOL.…”

Section: Theoretical Research Framework and Hypothesis Developmentmentioning

confidence: 99%

“…In this background, the key opinion leader (KOL) plays a significant role in increasing product sales by providing a comprehensive evaluation of the product based on real use experience and expertise in product. Consequently, this improves trust levels among consumers, who believed that KOL’s recommendations are more likely to be accepted [ 120 ]. According to statistics, the product sales of top live streamers in Taobao reached 18.905 billion yuan, which accounted for almost 31.7% of the total sales during the 2021 “double eleven” online shopping festival [ 20 ].…”

Section: Introductionmentioning

confidence: 99%

“…Overall, our research explores how KOL’s characteristics affect consumers’ purchase intentions in the context of UT in LSC. Specifically, our research categorized KOL’s characteristics into attractiveness, trustworthiness, and expertise [ 120 , 122 ]. We then classified the types of products that consumers are willing to purchase as utilitarian or hedonic goods.…”

Section: Introductionmentioning

confidence: 99%

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A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory

Jin

2022

Electron Commer Res

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Drawing on the dual-systems theory (DST), this study proposes a research model that focuses on how the characteristics of the key opinion leader influence consumers’ purchase intention in live streaming commerce (LSC). We collected data through questionnaire surveys from samples of consumers in China ( N = 467), which indicated that key opinion leader’s characteristics (i.e., attractiveness, trustworthiness, expertise) are all positively related to purchase intention. Importantly, the mediator analyses indicated that the effect of systems 1 on the relationship between attractiveness and purchase intention persisted is persistent, regardless of the type of goods purchased by the consumers (utilitarian or hedonic). This finding highlights the importance of attractiveness and reveals unconscious thought (UT) of consumers when shopping in LSC. This study provides a new theoretical perspective (i.e., DST) to identify attractiveness as a determinant of purchase intention in LSC and influence purchase intention by activating systems 1, thus solving the problem of identifying key factors in stimulus–organism–response theory. Besides, our results identify and test UT in LSC. The practical implications of these findings are to provide guidance for the selection of key opinion leaders in LSC and the development of live streaming industry.

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“…He believes that opinion leaders provide information to others and influence their behavior, and they are a bridge between two levels of information dissemination [9]. Unlike traditional celebrity endorsement marketing methods, opinion leaders will interact with potential customers and share their product experience [10].…”

Section: Introductionmentioning

confidence: 99%

Research on Decision-Making Behavior of Social E-Commerce Marketing Subject

Huo¹

2021

IJFS

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environment provides new opportunities for businesses to develop marketing strategies to increase profits. Aiming at the bounded rational behaviour of participants in social e-commerce, an evolutionary game model is constructed, this paper analyses the behaviour interaction and strategy selection mechanism between merchant's choice of opinion leader, product recommendation and consumer's purchase decision by evolutionary game theory, and further discusses it with numerical simulation. The results show that the bigger or smaller the proportion of the transaction, the smaller the recommendation cost and the bigger the psychological effect of the consumer, the faster the players reach the equilibrium.

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A study of KOL effectiveness on brand image of skincare products

Cited by 24 publications

References 58 publications

Science communication by scientists and influencers on social media

Science communication by scientists and influencers on social media

A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory

Research on Decision-Making Behavior of Social E-Commerce Marketing Subject

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