Key Opinion Leaders’ Influences in the Chinese Fashion Market

Fanke PENG, Yushan Zou

Research output: A Conference proceeding or a Chapter in BookChapter

Abstract

With the continuous evolution of information and media technologies, Chinese users spend a large portion of their daily lives on social media sites/apps, such as WeChat, Sina Weibo and Tencent QQ. Through social media, KOLs (Key Opinion Leaders) are of great importance for fashion designers and brands to dominate the fashion industry market. In this study, the phenomenon of KOL marketing in the Chinese fashion industry is analysed based on the development of web celebrities’ economy, media celebrity economic chain, as well as media celebrity commercial value.

SNA (Social Network Analysis) methodology was chosen to analyse the current KOL marketing in China based on the data collected by four Chinese databases, including Tencent Data Lab, China Internet Network Information Center, Hualizhi and Jingdong Finacial Research Institute. Besides, focus group interviews were conducted to gain further insight via qualitative analysis. Data were then visualised and measured to generate suggestions on the application of KOL in terms of image promotion, fashion marketing strategies and promotion methods.
Original languageEnglish
Title of host publicationFashion Communication in the Digital Age
PublisherSpringer
Pages118
Number of pages132
ISBN (Electronic)9783030154363
ISBN (Print)9783030154356
DOIs
Publication statusPublished - 2019

Fingerprint

Opinion leaders
Celebrity
Social media
World Wide Web
Fashion industry
China
Marketing
Data base
Social network analysis
Marketing strategy
Focus groups
Fashion marketing
Methodology
Economics
Information center
Qualitative analysis

Cite this

PENG, F., & Zou, Y. (2019). Key Opinion Leaders’ Influences in the Chinese Fashion Market. In Fashion Communication in the Digital Age (pp. 118). Springer. https://doi.org/10.1007/978-3-030-15436-3
PENG, Fanke ; Zou, Yushan . / Key Opinion Leaders’ Influences in the Chinese Fashion Market. Fashion Communication in the Digital Age. Springer, 2019. pp. 118
@inbook{36a20d9778e1436eac7412e9e02a2c1f,
title = "Key Opinion Leaders’ Influences in the Chinese Fashion Market",
abstract = "With the continuous evolution of information and media technologies, Chinese users spend a large portion of their daily lives on social media sites/apps, such as WeChat, Sina Weibo and Tencent QQ. Through social media, KOLs (Key Opinion Leaders) are of great importance for fashion designers and brands to dominate the fashion industry market. In this study, the phenomenon of KOL marketing in the Chinese fashion industry is analysed based on the development of web celebrities’ economy, media celebrity economic chain, as well as media celebrity commercial value. SNA (Social Network Analysis) methodology was chosen to analyse the current KOL marketing in China based on the data collected by four Chinese databases, including Tencent Data Lab, China Internet Network Information Center, Hualizhi and Jingdong Finacial Research Institute. Besides, focus group interviews were conducted to gain further insight via qualitative analysis. Data were then visualised and measured to generate suggestions on the application of KOL in terms of image promotion, fashion marketing strategies and promotion methods.",
keywords = "KOL Marketing, Social Network Analysis, Social Media Effects, Chinese Fashion Industry",
author = "Fanke PENG and Yushan Zou",
year = "2019",
doi = "https://doi.org/10.1007/978-3-030-15436-3",
language = "English",
isbn = "9783030154356",
pages = "118",
booktitle = "Fashion Communication in the Digital Age",
publisher = "Springer",
address = "Netherlands",

}

PENG, F & Zou, Y 2019, Key Opinion Leaders’ Influences in the Chinese Fashion Market. in Fashion Communication in the Digital Age. Springer, pp. 118. https://doi.org/10.1007/978-3-030-15436-3

Key Opinion Leaders’ Influences in the Chinese Fashion Market. / PENG, Fanke; Zou, Yushan .

Fashion Communication in the Digital Age. Springer, 2019. p. 118.

Research output: A Conference proceeding or a Chapter in BookChapter

TY - CHAP

T1 - Key Opinion Leaders’ Influences in the Chinese Fashion Market

AU - PENG, Fanke

AU - Zou, Yushan

PY - 2019

Y1 - 2019

N2 - With the continuous evolution of information and media technologies, Chinese users spend a large portion of their daily lives on social media sites/apps, such as WeChat, Sina Weibo and Tencent QQ. Through social media, KOLs (Key Opinion Leaders) are of great importance for fashion designers and brands to dominate the fashion industry market. In this study, the phenomenon of KOL marketing in the Chinese fashion industry is analysed based on the development of web celebrities’ economy, media celebrity economic chain, as well as media celebrity commercial value. SNA (Social Network Analysis) methodology was chosen to analyse the current KOL marketing in China based on the data collected by four Chinese databases, including Tencent Data Lab, China Internet Network Information Center, Hualizhi and Jingdong Finacial Research Institute. Besides, focus group interviews were conducted to gain further insight via qualitative analysis. Data were then visualised and measured to generate suggestions on the application of KOL in terms of image promotion, fashion marketing strategies and promotion methods.

AB - With the continuous evolution of information and media technologies, Chinese users spend a large portion of their daily lives on social media sites/apps, such as WeChat, Sina Weibo and Tencent QQ. Through social media, KOLs (Key Opinion Leaders) are of great importance for fashion designers and brands to dominate the fashion industry market. In this study, the phenomenon of KOL marketing in the Chinese fashion industry is analysed based on the development of web celebrities’ economy, media celebrity economic chain, as well as media celebrity commercial value. SNA (Social Network Analysis) methodology was chosen to analyse the current KOL marketing in China based on the data collected by four Chinese databases, including Tencent Data Lab, China Internet Network Information Center, Hualizhi and Jingdong Finacial Research Institute. Besides, focus group interviews were conducted to gain further insight via qualitative analysis. Data were then visualised and measured to generate suggestions on the application of KOL in terms of image promotion, fashion marketing strategies and promotion methods.

KW - KOL Marketing

KW - Social Network Analysis

KW - Social Media Effects

KW - Chinese Fashion Industry

U2 - https://doi.org/10.1007/978-3-030-15436-3

DO - https://doi.org/10.1007/978-3-030-15436-3

M3 - Chapter

SN - 9783030154356

SP - 118

BT - Fashion Communication in the Digital Age

PB - Springer

ER -

PENG F, Zou Y. Key Opinion Leaders’ Influences in the Chinese Fashion Market. In Fashion Communication in the Digital Age. Springer. 2019. p. 118 https://doi.org/10.1007/978-3-030-15436-3