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

Yanni Ping; Jorge Fresneda; Yun Zhu; Chelsey Hill

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

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

Yanni Ping
, Jorge Fresneda
, Yun Zhu
, Chelsey Hill

MT School of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference 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 language	English (US)
Title of host publication	Advances in Digital Marketing and eCommerce - Third International Conference, 2022
Editors	Francisco J. Martínez-López, Luis F. Martinez
Publisher	Springer Science and Business Media B.V.
Pages	52-56
Number of pages	5
ISBN (Print)	9783031057274
DOIs	https://doi.org/10.1007/978-3-031-05728-1_7
State	Published - 2022
Event	3rd Digital Marketing and eCommerce Conference, DMEC 2022 - Barcelona, Spain Duration: Jun 29 2022 → Jun 30 2022

Publication series

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

Conference

Conference	3rd Digital Marketing and eCommerce Conference, DMEC 2022
Country/Territory	Spain
City	Barcelona
Period	6/29/22 → 6/30/22

All Science Journal Classification (ASJC) codes

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

Access to Document

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

Cite this

Ping, Y., Fresneda, J., Zhu, Y., & Hill, C. (2022). Key Opinion Leader and Business Growth: Econometrics and Machine Learning Approaches. In F. J. Martínez-López, & L. F. Martinez (Eds.), Advances in Digital Marketing and eCommerce - Third International Conference, 2022 (pp. 52-56). (Springer Proceedings in Business and Economics). Springer Science and Business Media B.V.. https://doi.org/10.1007/978-3-031-05728-1_7

Ping, Yanni ; Fresneda, Jorge ; Zhu, Yun et al. / Key Opinion Leader and Business Growth : Econometrics and Machine Learning Approaches. Advances in Digital Marketing and eCommerce - Third International Conference, 2022. editor / Francisco J. Martínez-López ; Luis F. Martinez. Springer Science and Business Media B.V., 2022. pp. 52-56 (Springer Proceedings in Business and Economics).

@inproceedings{f0afec9ae610416699599760a113a70b,

title = "Key Opinion Leader and Business Growth: Econometrics and Machine Learning Approaches",

abstract = "Key opinion leaders (KOLs) are individuals with a strong social status whose recommendations and opinions are influential on their followers{\textquoteright} 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.",

author = "Yanni Ping and Jorge Fresneda and Yun Zhu and Chelsey Hill",

note = "Publisher Copyright: {\textcopyright} 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.; 3rd Digital Marketing and eCommerce Conference, DMEC 2022 ; Conference date: 29-06-2022 Through 30-06-2022",

year = "2022",

doi = "10.1007/978-3-031-05728-1\_7",

language = "English (US)",

isbn = "9783031057274",

series = "Springer Proceedings in Business and Economics",

publisher = "Springer Science and Business Media B.V.",

pages = "52--56",

editor = "Mart{\'i}nez-L{\'o}pez, \{Francisco J.\} and Martinez, \{Luis F.\}",

booktitle = "Advances in Digital Marketing and eCommerce - Third International Conference, 2022",

}

Ping, Y, Fresneda, J, Zhu, Y & Hill, C 2022, Key Opinion Leader and Business Growth: Econometrics and Machine Learning Approaches. in FJ Martínez-López & LF Martinez (eds), Advances in Digital Marketing and eCommerce - Third International Conference, 2022. Springer Proceedings in Business and Economics, Springer Science and Business Media B.V., pp. 52-56, 3rd Digital Marketing and eCommerce Conference, DMEC 2022, Barcelona, Spain, 6/29/22. https://doi.org/10.1007/978-3-031-05728-1_7

Key Opinion Leader and Business Growth: Econometrics and Machine Learning Approaches. / Ping, Yanni; Fresneda, Jorge; Zhu, Yun et al.
Advances in Digital Marketing and eCommerce - Third International Conference, 2022. ed. / Francisco J. Martínez-López; Luis F. Martinez. Springer Science and Business Media B.V., 2022. p. 52-56 (Springer Proceedings in Business and Economics).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

TY - GEN

T1 - Key Opinion Leader and Business Growth

T2 - 3rd Digital Marketing and eCommerce Conference, DMEC 2022

AU - Ping, Yanni

AU - Fresneda, Jorge

AU - Zhu, Yun

AU - Hill, Chelsey

PY - 2022

Y1 - 2022

N2 - 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.

AB - 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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UR - https://www.scopus.com/pages/publications/85132980083#tab=citedBy

U2 - 10.1007/978-3-031-05728-1_7

DO - 10.1007/978-3-031-05728-1_7

M3 - Conference contribution

AN - SCOPUS:85132980083

SN - 9783031057274

T3 - Springer Proceedings in Business and Economics

SP - 52

EP - 56

BT - Advances in Digital Marketing and eCommerce - Third International Conference, 2022

A2 - Martínez-López, Francisco J.

A2 - Martinez, Luis F.

PB - Springer Science and Business Media B.V.

Y2 - 29 June 2022 through 30 June 2022

ER -

Ping Y, Fresneda J, Zhu Y, Hill C. Key Opinion Leader and Business Growth: Econometrics and Machine Learning Approaches. In Martínez-López FJ, Martinez LF, editors, Advances in Digital Marketing and eCommerce - Third International Conference, 2022. Springer Science and Business Media B.V. 2022. p. 52-56. (Springer Proceedings in Business and Economics). doi: 10.1007/978-3-031-05728-1_7

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

Abstract

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All Science Journal Classification (ASJC) codes

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