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
Recommended Citation
Ping, Yanni; Fresneda, Jorge; Zhu, Yun; and Hill, Chelsey, "Key Opinion Leader and Business Growth: Econometrics and Machine Learning Approaches" (2022). Faculty Publications. 3441.
https://digitalcommons.njit.edu/fac_pubs/3441