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

Yanni Ping, Jorge Fresneda, Yun Zhu, Chelsey Hill

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations

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.

Original languageEnglish (US)
Title of host publicationAdvances in Digital Marketing and eCommerce - Third International Conference, 2022
EditorsFrancisco J. Martínez-López, Luis F. Martinez
PublisherSpringer Science and Business Media B.V.
Pages52-56
Number of pages5
ISBN (Print)9783031057274
DOIs
StatePublished - 2022
Event3rd Digital Marketing and eCommerce Conference, DMEC 2022 - Barcelona, Spain
Duration: Jun 29 2022Jun 30 2022

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Conference

Conference3rd Digital Marketing and eCommerce Conference, DMEC 2022
Country/TerritorySpain
CityBarcelona
Period6/29/226/30/22

All Science Journal Classification (ASJC) codes

  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting

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