Key Opinion Leader and Business Growth: Econometrics and Machine Learning Approaches

Yanni Ping (), Jorge Fresneda, Yun Zhu and Chelsey Hill
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Yanni Ping: St. John’s University
Jorge Fresneda: New Jersey Institute of Technology
Yun Zhu: St. John’s University
Chelsey Hill: Lebow College of Business, Drexel University

A chapter in Advances in Digital Marketing and eCommerce, 2022, pp 52-56 from Springer

Abstract: 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.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-05728-1_7

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DOI: 10.1007/978-3-031-05728-1_7

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