Showcasing the creative output of faculty and students


   KOL你「buy唔buy」?




Chan, Kar Wing
2017
Department of Journalism
BSSC COMM - JOUR CHI (BROADCAST)

14 Min
1169 View




SUMMARY :

KOL(Key Opinion Leader,關鍵意見領袖)是指意見領袖作為「中介」把信息傳播給受眾,影響他人。KOL大多數都是素人(普通人),在社交平台上建立知名度,變成社交媒體紅人。KOL興起,各自有「粉絲」,不少品牌客戶看準新趨勢,希望透過他們的網上影響力來帶動「粉絲」消費。陳國熙(Jerry)是旅遊KOL,大約一半的收入,來自品牌廣告。他在社交平台的內容,六成是自己的分享,四成是廣告。賴志偉(Willy)是「KOL社群平台」創辦人,分析「KOL」跟以往的藝人明星做廣告有甚麼不同。市場傳訊總監吳若谷認為,「KOL」的影響力,不只是局限在他們的粉絲群……。學者陳家華研究廣告和消費者行為。她指出,現時的網絡技術更準確地量度「KOL」廣告對消費者的影響。李澄怡(Stacey)講述自己對「KOL」的看法。「凌羽一」在大學任敎有關「KOL」的課程,認為部分「KOL」賣廣告的手法有問題……

AWARD :

2017校園學報新聞獎獲獎作品(中文組):最佳專題視頻亞軍

HOW TO CITE

APA :
Chan, Kar Wing. (2017). KOL你「buy唔buy」?. Retrieved from HKBU Heritage:
      http://heritage.lib.hkbu.edu.hk/view.php?id=11222

MLA :
Chan, Kar Wing. "KOL你「buy唔buy」?". HKBU Heritage. HKBU Library, 2017. Web. 16 Nov. 2018.
     <http://heritage.lib.hkbu.edu.hk/view.php?id=11222>.


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