A study of KOL effectiveness on brand image of skincare products

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.

KEYWORDS:

• KOL effectiveness
• brand image
• consciousness
• social influence
• skincare

Disclosure statement

No potential conflict of interest was reported by the author(s).