8 Key Opinion Leader and Influencer Mapping

Violence against women does not only occur in the private sphere, but also in the public sphere, for example in the workplace and educational institutions. Bombshell, a based on true story movie raises the issue of violence against women in the workplace. Promoting movies on violence against women theme in a country that still adheres to a patriarchal system is not easy. However, in Indonesia, it turned out that this movie not only attracted a large audience, but also received positive reviews from various parties. That success can be achieved due to the Marketing Public Relations strategy carried out by Cinema XXI as its distributor. This study aims to find out the Marketing Public Relations strategy of Cinema XXI in promoting Bombshell. This study is a qualitative research and data is obtained through in-depth interviews. Based on the result of this study, it is known that in order to get positive coverage, Bombshell’s marketing campaign also aimed to shape perceptions as well as to educate the audience regarding the issue of violence against women in the workplace. Furthermore, there was a significant role of Key Opinion Leaders in creating awareness about the raised issues as well as inviting audiences to watch the movie. Keywords: Bombshell ; Key Opinion Leader; Marketing Public Relations; Violence against Women.

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The Effect of Caregiver Key Opinion Leaders on Increasing Caregiver Demand for Evidence-Based Practices to Treat Youth Anxiety: Protocol for a Randomized Control Trial

10.21203/rs.3.rs-801004/v2 ◽

2021 ◽

Author(s):

Margaret Crane ◽

Marc S. Atkins ◽

Sara J. Becker ◽

Jonathan Purtle ◽

Thomas M. Olino ◽

...

Keyword(s):

Unmet Need ◽

Community Outreach ◽

Opinion Leader ◽

Opinion Leaders ◽

Evidence Based ◽

Direct To Consumer ◽

Youth Anxiety ◽

Caregiver Demand ◽

Key Opinion Leaders ◽

Key Opinion Leader

Abstract Background:Research has identified cognitive behavioral therapy with exposures (CBT) as an effective treatment for youth anxiety. Despite implementation efforts, few anxious youth receive CBT. Direct-to-consumer marketing offers a different approach to address the unmet need for youth receiving effective treatments. Involving a local caregiver key opinion leader in direct-to-consumer initiatives may be an effective strategy to increase caregiver demand for CBT. Research indicates that key opinion leaders improve health promotion campaigns, but key opinion leaders have not been studied in the context of increasing caregiver demand for evidence-based treatments.Method:Project CHAT (Caregivers Hearing about Anxiety Treatments) will test the role of key opinion leader participation in conducting outreach presentations to increase caregiver desire to seek CBT for their youth’s anxiety. Caregiver attendees (N = 180) will be cluster-randomized by school to receive one of two different approaches for presentations on CBT for youth anxiety. Both approaches will involve community outreach presentations providing information on recognizing youth anxiety, strategies caregivers can use to decrease youth anxiety, and how to seek CBT for youth anxiety. The researcher-only condition will be co-facilitated by two researchers. In the key opinion leader condition, a caregiver key opinion leader from each local community will be involved in tailoring the content of the presentation to the context of the community, co-facilitating the presentation with a researcher, and endorsing strategies in the presentation that they have found to be helpful. In line with the theory of planned behavior, caregiver attendees will complete measures assessing their knowledge of, attitudes towards, perceived subjective norms about, and intention to seek CBT pre- and post-presentation; they will indicate whether they sought CBT for their youth at three-month follow-up. Results will be analyzed using a mixed method approach to assess the effectiveness of a key opinion leader to increase caregiver demand for CBT.Discussion:This study will be the first to examine the potential of key opinion leaders to increase caregiver demand for CBT. If proven effective, the use of key opinion leaders could serve as a scalable dissemination strategy to increase the reach of evidence-based treatments.Trial registration:This trial was registered on clinicaltrials.gov (NCT04929262) on June 18, 2021. At the time of trial registration, pre/post presentation data had been collected from 17 participants; thus, it was retrospectively registered.

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Barriers to innovation in the medical nutrition industry: A quantitative key opinion leader analysis

PharmaNutrition ◽

10.1016/j.phanu.2013.04.001 ◽

2013 ◽

Vol 1 (3) ◽

pp. 79-85 ◽

Cited By ~ 14

Author(s):

T.C. Weenen ◽

E.S. Pronker ◽

H.R. Commandeur ◽

E. Claassen

Keyword(s):

Opinion Leader ◽

Barriers To Innovation ◽

Key Opinion Leader ◽

Medical Nutrition

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Tweet Berbayar: Bagaimana Word-Of-Mouth Bekerja dalam Media Baru

Humaniora ◽

10.21512/humaniora.v2i2.3170 ◽

2011 ◽

Vol 2 (2) ◽

pp. 1193

Author(s):

Rosidah Syaukat ◽

Ekky Imanjaya

Keyword(s):

Social Media ◽

New Media ◽

Marketing Strategy ◽

Word Of Mouth ◽

Opinion Leader ◽

Viral Marketing ◽

Unique Characteristic ◽

Goods And Services ◽

Buzz Marketing ◽

Key Opinion Leader

New media, like Twitter, has changed many possibilities, including marketing strategy in Indonesia. One of the extraordinary phenomena is paid-to-tweet, as being used by celebrity or ordinary users. The purpose of the article is to identify how Twitter roles in marketing: what the unique characteristic of Twitter so that Word-of-Mouth (WOM) could work effectively and efficiently? How viral marketing, buzz marketing and recommendation could move simultaneously to increase awareness to consumers about specific goods and services? How to choose the endorsers, as buzzers and key opinion leader in social media like Twitter? And why is hard-sale highly forbidden in new marketing practical style? Generally, the article will analyze about what and how regarding phenomena of paid-to-tweet happening in Indonesia.

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The Effect of Caregiver Key Opinion Leaders on Increasing Caregiver Demand for Evidence-Based Practices to Treat Youth Anxiety: Protocol for A Randomized Control Trial

10.21203/rs.3.rs-801004/v1 ◽

2021 ◽

Author(s):

Margaret Crane ◽

Marc S. Atkins ◽

Sara J. Becker ◽

Jonathan Purtle ◽

Thomas M. Olino ◽

...

Keyword(s):

Opinion Leader ◽

Opinion Leaders ◽

Trial Registration ◽

Evidence Based ◽

Direct To Consumer ◽

Youth Anxiety ◽

Evidence Based Treatments ◽

Caregiver Demand ◽

Key Opinion Leaders ◽

Key Opinion Leader

Abstract Background: Research has identified cognitive behavioral therapy with exposures (CBT) as an effective treatment for youth anxiety. However, despite implementation efforts, few anxious youth receive CBT. Direct-to-consumer marketing offers a different approach to address unmet need for effective. Involving a local caregiver key opinion leader to direct-to-consumer initiatives may be an effective strategy to increase caregiver demand for CBT. Research indicates that key opinion leaders improve health promotion campaigns, but key opinion leaders have not been studied in the context of increasing caregiver demand for evidence-based treatments.Method: Project CHAT (Caregivers Hearing about Anxiety Treatments) will test the role of key opinion leader participation in conducting outreach presentations to increase caregiver desire to seek EBPs for their youth’s anxiety. Caregiver attendees (N = 180) will be cluster-randomized by school to receive one of two different approaches for presentations on EBPs for youth anxiety. Both approaches will involve community outreach presentations providing information about (a) youth anxiety, (b) effective treatments for youth anxiety, and (c) seeking CBT for youth anxiety. The researcher-only condition will be co-facilitated by two researchers. In the key opinion leader condition, a caregiver key opinion leader from each local community will be involved in tailoring the content of the presentation to the context of the community, co-facilitating the presentation with a researcher, and endorsing strategies in the presentation that they have found to be helpful. In line with the theory of planned behavior, caregiver attendees will complete measures assessing their knowledge of, attitudes towards, perceived subjective norms about, and intention to seek CBT pre- and post-presentation; they will indicate whether they sought CBT for their youth at a three-month follow-up. Results will be analyzed using a mixed method approach to assess the effectiveness of a key opinion leader to increase caregiver demand for CBT.Discussion: This study will be the first to examine the potential of key opinion leaders to increase caregiver demand for CBT. If proven effective, the use of key opinion leaders could serve as a scalable dissemination strategy to increase the reach of evidence-based treatments. Trial registration: This trial was registered on clinicaltrials.gov (NCT04929262) on June 18, 2021. At the time of trial registration, pre/post presentation data had been collected from 17 participants; thus, it was retrospectively registered.

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How KOLs Influence Consumer Purchase Intention in Short Video Platforms——Mediating Effects of Emotional Response and Virtual Touch

International Journal of Information Systems in the Service Sector ◽

10.4018/ijisss.287576 ◽

2022 ◽

Vol 14 (1) ◽

pp. 0-0

Keyword(s):

Emotional Response ◽

Purchase Intention ◽

Opinion Leader ◽

Perceived Fit ◽

Social Commerce ◽

Mediating Effects ◽

Aesthetic Quality ◽

Consumer Purchase Intention ◽

Short Video ◽

Key Opinion Leader

In recent years, Key Opinion Leader (KOL) marketing opens up a new mode of social commerce by effectively integrating social networking and marketing since it has been successfully taking advantage of KOL’s high popularity to promote products. This study expands the stimulus-organism-response (S-O-R) model by combining the communication persuasion theory with the flow experience theory. Our model considers the characteristics of KOLs and published content features as independent variables, consumer perception as the mediating variable and consumer purchase intention as the dependent variable. This study also refines the measurement dimensions of each variable and analyzes KOL impacts on consumer purchase intention on short video platforms. After analyzing 357 valid questionnaires, we find that the variables –reputation, perceived fit, aesthetic quality and content richness have significant impacts on consumer purchase intention where virtual touch and emotional response play intermediary roles. This study provides insights into KOL marketing.

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