"Key Opinion Leader and Business Growth: Econometrics and Machine Learn" by Yanni Ping, Jorge Fresneda et al.
 

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

Document Type

Conference Proceeding

Publication Date

1-1-2022

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.

Identifier

85132980083 (Scopus)

ISBN

[9783031057274]

Publication Title

Springer Proceedings in Business and Economics

External Full Text Location

https://doi.org/10.1007/978-3-031-05728-1_7

e-ISSN

21987254

ISSN

21987246

First Page

52

Last Page

56

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