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在评估KOL有效性时,其知名度和参与度通常被作为评估基准。然而,消费者洞察公司Bomoda发现,许多中国名人虽然知名度及引发的参与度都很高,但将这些转变为购买行为的能力却很低。Bomoda将低质量的内容定义为:由外部粉丝支持所驱动的帖子、仅仅包含关于代言品牌标签的帖子、介绍最近活动但未提供任何细节的帖子。Bomoda共调查了5100多万条微博,23亿条相关转发和评论,
In assessing the effectiveness of KOL, its popularity and participation are often used as a basis for evaluation. However, consumer insight firm Bomoda found that many Chinese celebrities, despite their high profile and sparked engagement, have a low ability to translate these into buying behavior. Bomoda defines low-quality content as posts driven by external fan support, just posts that contain endorsement brand labels, posts that describe recent activity but do not provide any details. Bomoda surveyed more than 51 million microblogging, 2.3 billion related forwarding and comments,