Book chapter
Key Opinion Leader and Business Growth: Econometrics and Machine Learning Approaches
Advances in Digital Marketing and eCommerce
08 Jun 2022
Abstract
Key opinion leaders (KOLs) are individuals with a strong social status whose recommendations and opinions are influential on their followers’ decision-making (Bamakan et al. 2019; Chowdhry and Newcomb 1952). Prior to the social media era, KOLs were typically political figures, journalists and celebrities who received enough media exposure to cast their influence. The increasing importance of user-generated content (UGC) provides regular people with such opportunities and creates new groups of KOLs.
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53 Record Views
1 citations in Scopus
Details
- Title
- Key Opinion Leader and Business Growth: Econometrics and Machine Learning Approaches
- Creators
- Yanni PingJorge FresnedaYun ZhuChelsey Hill
- Publication Details
- Advances in Digital Marketing and eCommerce
- Series
- Springer Proceedings in Business and Economics
- Publisher
- Springer International Publishing; Cham
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Decision Sciences (and Management Information Systems); Marketing
- Scopus ID
- 2-s2.0-85132980083
- Other Identifier
- 991019174125004721