ABSTRACT

With the prevalence of social media that promote interactivity among people, more organisations rely on Key Opinion Leader (KOL) to interact with potential customers in various social media for brand building. This study explores how KOL’s characteristics affect the KOL effectiveness and the outcome of brand image building of skincare products. We also examine the contingent conditions when KOL is more effective in brand image building based on the skincare consciousness of the consumer and whether the consumer is affected by his/her social groups. The knowledge transferred through this study reshape the management models in Enterprise Information Systems.

摘要

随着促进人与人之间互动的社交媒体的盛行，越来越多的组织依靠关键意见领袖（KOL）与各种社交媒体上的潜在客户进行互动以进行品牌建设。本研究探讨了 KOL 的特征如何影响 KOL 的有效性以及护肤品品牌形象建设的结果。我们还根据消费者的护肤意识以及消费者是否受到其社会群体的影响，研究了KOL在品牌形象建设中更有效的条件。通过这项研究传递的知识重塑了企业信息系统中的管理模式。