Jenny Chan 陳詠欣
Aug 4, 2017

Why do some Chinese KOLs spur buzz but have no commercial impact?

Because posts containing only a combination of hashtags can be quite meaningless.

Xu Wei Zhou prancing around in Louis Vuitton in Paris (Source: His Weibo)

In evaluating influencer effectiveness, awareness and engagement metrics are typically cited as benchmarks. However, consumer intelligence firm Bomoda found a prominent disparity between the ability of many Chinese celebrities to build awareness and engagement and then to correspondingly turn those into purchases.

Many KOLs, it turns out, are able to spur social buzz, but fail to motivate consumers to buy, according to a Bomoda report that looked at over 40,000 KO...

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