Key Opinion Leaders Research Articles

Using the 4Ps Theory and SWOT to Analyze the Lululemon Marketing Phenomenon

A successful marketing campaign is about building a large marketing network and using the brand culture and putting the product into the consumer's consciousness through marketing. Lululemon's success in the highly competitive sportswear market is due to its unique products and excellent marketing. By analyzing Lululemon's 20 years of experience in community marketing, this article attempts to provide a guideline for start-up brands trying to build a community. This essay is based on a literature analysis using SWOT and 4P analysis on whether Lululemon should enter the Chinese market and the brand marketing strategy of Lululemon in the Chinese market. The results show that entering the Chinese market can bring huge benefits to Lululemon, which has adopted brand marketing strategies such as DTC (direct to consumer) and KOL (key opinion leader) in China. Lululemon also has some significant issues, such as quality control. It is suggested that Lululemon could establish a good relationship with the manufacturer or vertical merger backwards to have greater control over the production chain.

Spillover effects of live streaming selling in a dual-channel supply chain

Live streaming selling is an emerging business mode to promote sales volume by cooperation between the members in e-commence supply chains and the key opinion leader (i.e., KOL). However, the manufacturer or e-retailer who cooperate with the KOL will bring both positive and negative spillover effects in a dual-channel e-commence supply chain. This study investigates the impact of two prominent factors, including spillover effects and consumer acceptance of direct-selling channel on equilibrium results of two sellers under three scenarios, including no KOL scenario, the manufacturer cooperating with KOL scenario (MK), and the e-retailer cooperating with KOL scenario (RK). Our findings show that regardless of the change of the spillover effects and the consumer acceptance, the manufacturer always prefers RK scenario instead of MK scenario. The rationale is that if the live streaming brings the positive spillover effect under RK scenario, the manufacturer can take free-riding behavior to improve his profit; if the live streaming brings the negative spillover effect, the manufacturer might set a lower wholesale price under RK scenario to mitigate the double marginalization. Thus, the RK scenario is the optimal option for the manufacturer in most cases to earn more profit, while the e-retailer has more options under different conditions. Moreover, the main model is extended to discuss the impact of parameters, including different service cost coefficients and consumer returns on sellers’ preference. In addition, the result of numerical studies shows that a Pareto zone can be found to achieve a win-win situation when both manufacturer and e-retailer cooperate with the KOL simultaneously.

Network analysis of the social media activities around the #TeleCheckAF project.

TeleCheck-AF is a novel remote on-demand mobile health infrastructure around teleconsultations for patients with atrial fibrillation. Social media (SoMe) communication on Twitter contributed to the dissemination of this healthcare innovation by using the hashtag #TeleCheckAF. This study aims to analyse the SoMe network behind #TeleCheckAF and determine the key opinion leaders. Publicly available data on actors and interactions around the hashtag #TeleCheckAF were collected by web scraping from the platform Twitter. With tools based on social network analysis, a social network was created, different communities were identified, and key opinion leaders were determined by their centrality in the network. The SoMe network consisted of 413 086 accounts with 636 502 ties in 22 different communities. A total of 287 accounts that diffused information and/or used the TeleCheck-AF infrastructure were analysed in depth. Those accounts involved users from >15 different countries and multidisciplinary professions. Further, 20 opinion leaders were identified, including four official accounts of societies and associated journals among key opinion leaders. Peaks in #TeleCheckAF tweets were seen after (virtual) conferences and other activities involving national and international cardiology societies. Social network analysis of the TeleCheck-AF Twitter hashtag revealed a wide, multidisciplinary potential reach for the diffusion of a healthcare innovation. Official society SoMe accounts can amplify the dissemination of research findings by featuring abstract presentations during conferences and published manuscripts. This underlines the synergistic effects between traditional and SoMe-based research dissemination strategies for novel healthcare approaches, such as the TeleCheck-AF project.

How Key Opinion Leader Triggers Consumer Response: A New Way to Market Absorption in Digital Marketing - A Case Study Based on the National Brand Florasis

Nowadays, with the rapid development of the internet and social media, the way people receive information has changed dramatically and they use online platforms to get up-to-date information, thus influencing their consumption decisions. This study explores how KOL triggers consumer resonance based on the case study of national brand Florasis. Through in-depth analysis of the cooperation mode between Florasis and Li Jiaqi, the study finds that KOL plays an important role in the contemporary marketing market. The results of the study show that Florasis has maximised its personal influence on product sales through its in-depth cooperation with Li Jiaqi, thereby achieving rapid growth in brand sales. However, the study also points out that over-reliance on KOLs can be risky, and there is a need to strike a balance and explore innovative cooperation models. This study has important implications for companies and marketing practitioners, helping them to better understand and apply KOL marketing strategies to enhance brand competitiveness in the marketplace.

Does traffic means sales: evidence from Chinese live streaming commerce market

PurposeThis research paper aims to investigate the critical factors influencing the live commerce industry and their implications for Key Opinion Leaders (KOLs) and brands.Design/methodology/approachThe study comprehensively reviews previous research, develops relevant hypotheses and utilizes personal information from 66 anchors, along with data from 23,000 product links obtained from the backends of live commerce platforms.FindingsThe study emphasizes that KOLs with higher traffic significantly influence Gross Merchandise Volume (GMV). Intriguingly, KOLs with lower traffic levels exhibit a more pronounced effect on Return on Investment (ROI), highlighting their significance in driving profitability. Furthermore, the study explores the correlation between KOL hashtags and GMV/ROI and the intricate relationship between product types and KOL hashtags.Practical implicationsThe findings significantly enhance the understanding of live shopping behavior and provide valuable insights for business management strategies. Practitioners can leverage this empirical evidence to make informed decisions, utilizing extensive data samples of KOLs and brands.Originality/valueThis research contributes unique insights into the live-streaming commerce industry using backend data from Live Streaming E-commerce platforms. The findings are more accurate based on market data than previous studies that relied on platform reviews or questionnaires. Additionally, this paper investigates the impact of KOLs on the performance of live e-commerce from three perspectives: GMV, ROI and hot-selling products.

Analysis of Online Marketing in the Age of We-media - An Example of KOL Marketing in Xiaohongshu

This paper takes the key opinion leader (KOL) marketing on Xiaohongshu as an example to analyze the network marketing environment in the self-media era. The paper studied the win-win strategy of double arrows, including the selection of KOL, capital trading, and communication and feedback. Then, the impact of online marketing on online public opinion was discussed, including the positive and negative evaluation of the product by the brand audience, the possibility of KOL being subjected to online violence, and a more holistic view of the network. In addition, it analyzes the problems existing in online marketing, such as KOL hindering the development and expansion of the market, the intimidation of falsehood, and the scolding of netizens. In response to these problems, suggestions were put forward to improve the network marketing environment, including the improvement of we-media quality and professionalism, platform system management, and government bills. The significance of this research is to provide a comprehensive understanding of the challenges and opportunities of network marketing in the self-media era, and to provide insights into effective strategies and solutions for building a healthy and sustainable network marketing environment.

The Impact of Beauty We Media Bloggers on Users Purchase Intention

With the improvement of peoples material living standards and the soaring happiness index, more and more people have begun to pay attention to their appearance, so the demand for beauty products is increasing, promoting the growth of the beauty market industry. The popularity of TikTok and other social platforms led to the endless emergence of beauty we-media blogger. They have gradually become key opinion leaders in the beauty industry, and users also need the guidance of beauty we-media bloggers when buying cosmetics. This study takes TikTok platform as an example to explore the impact of beauty we-media bloggers on users purchase intentions. This paper analyzes data through systematic sampling, a questionnaire survey, and SPSS. Finally, the research proves that the influence of beauty makeup we-media bloggers on users purchase intention has three aspects: positive, negative, and irrelevant.

The Importance of the Multidisciplinary Team in the Management of Patients with Endometrial Cancer: Interviews with Two Key Opinion Leaders

Endometrial cancer is one of the most common gynaecological cancers in high-income countries, and the incidence is rising significantly. There has recently been a crucial increase in understanding of tumour biology in endometrial cancer, as well as a significant improvement in tailoring surgery and radiotherapy, and the introduction of targeted therapies. In the context of these developments, novel initiatives are needed to increase awareness of new treatment modalities, and infrastructure is required to enable optimal management of patients with endometrial cancer. A co-ordinated, collaborative, multidisciplinary team (MDT) approach in endometrial cancer management promotes shared decision-making and enables comprehensive care of patients, from diagnosis through treatment, via a range of medical specialities and support initiatives. For this article, EMJ conducted an in-depth interview in August 2023 with two key opinion leaders, Domenica (Ketta) Lorusso from the Catholic University of Rome, Italy, and Fondazione Policlinico Universitario Gemelli IRCC, Italy; and Jalid Sehouli from Charité – Universitätsmedizin Berlin, Germany, both of whom have a wealth of experience and expertise in the clinical management of endometrial cancer, and have conducted numerous scientific projects in this field. The experts gave valuable insights into topics such as diagnosis and disease staging in patients with endometrial cancer, measuring the value of an endometrial cancer MDT, and quality control and monitoring of MDT meetings. Lorusso and Sehouli also explored ideas on how to optimise multidisciplinary care in patients with endometrial cancer, including covering aspects of patient management beyond treatment, and how to maintain effective communication between the MDT and the patient. Further topics discussed included empowering nurses in the MDT, managing clinical trial opportunities for patients with endometrial cancer, and aligning MDT recommendations with the expectations of the patient. Finally, Lorusso and Sehouli described what the future of the multidisciplinary management of patients with endometrial cancer might look like.

Efficacy of human resource development program for young industry personnel who will be involved in future medical device development

BackgroundTraining next-generation personnel from small/medium enterprises (SMEs) is an urgent issue in promoting medical device research and development (R&D). Since 2014 we have engaged in governmentally funded human resource development program for medical/non-medical SMEs, and have assessed its effectiveness by analyzing self-evaluation of achievement level (SEAL) data obtained before and after the training course.MethodsHuman resource development experts interviewed 34 key opinion leaders with deep knowledge of medical device R&D from industry, government, and academia. The skills required for R&D personnel were written down, and a set of skills was created by making a greatest common measure in the list of common elements among them. Using that skill sets, skill evaluations were conducted on trainees at “Osaka University Training Course,” twice before participation and after completion of the entire program using SEAL assessment.ResultsThere were 97 men and 25 women, with one-third in the’30 s. Among them, 61 participants (50%) were from R&D divisions, and 32 (26%) were from business/sales divisions. 94 (77%) were from medical SMEs, and 28 (23%) were from non-medical SMEs (new entry). After completing the training course, significant growth was observed in every item of both Soft and Hard skill sets. Especially in new entry SME members, a striking improvement was observed in practical medical knowledge to enhance communication with medical doctors (p < 0.0001).ConclusionOur training course, though 7-day-short in total, showed that both Soft and Hard skills could be improved in young medical/non-medical SME members. Further assessment is needed to establish the necessary skill sets for our future partners from industries, to foster the creation of innovative medical devices through med-tech collaboration.

Recent Developments in Endometrial Cancer Research Presented at the Society of Gynecologic Oncology (SGO) Annual Meeting 2023: Interviews with Two Key Opinion Leaders

Endometrial cancer is the most common gynaecological malignancy in developed countries, and often presents at an early stage. Paclitaxel plus carboplatin is the standard first-line chemotherapy for endometrial cancer; however, there is new evidence that the combination of chemotherapy and immunotherapy has synergistic effects in the treatment of this disease. For this article, EMJ conducted an interview in August 2023 with two key opinion leaders: Jubilee Brown and Wendel Naumann from Atrium Health Levine Cancer Institute, Charlotte, North Carolina, USA, both of whom have a wealth of experience and expertise in the management of endometrial cancer. The experts gave valuable insights into recent developments in endometrial cancer research as presented at the Society of Gynecologic Oncology (SGO) Annual Meeting on Women’s Cancers 2023, held on 25th–28th March 2023 in Tampa, Florida, USA, and online. Topics discussed included the unprecedented progression-free survival (PFS) data from two Phase III randomised controlled trials evaluating first-line immunotherapy in combination with chemotherapy in patients with advanced or recurrent endometrial cancer, RUBY with dostarlimab, and NRG GY018 with pembrolizumab, which created a buzz at SGO 2023. Clinically meaningful benefit of dostarlimab or pembrolizumab in combination with chemotherapy versus standard-of-care chemotherapy was seen regardless of mismatch repair status in RUBY and NRG-GY018, respectively. Brown and Naumann considered the implications of these results on first-line treatment and recurrent settings, and outlined the management of immune-related adverse events related to immunotherapy-based treatment regimens. The experts also explored key earlier stage studies presented at SGO, and the potential for personalised medicine in endometrial cancer. Finally, Brown and Naumann described what the future of the management of patients with endometrial cancer might look like, which clinical trials are needed, and which advancements in research they would like to see.

Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming

In the current competitive market situation, live streaming has become an essential part of the digital transformation of agriculture. In this study, we empirically examine the influence of short video live streaming on the purchase of agricultural products. A regression model was developed using SPSS 23 software. The final results of this study show that short video live streaming has a significant effect on the sales of agricultural products. Consumer cognition and emotion show mediation in the impact between the Key Opinion Leaders (KOL) of charisma, content richness, and interactive evaluation on the purchase of agricultural products. This study explores the path of the impact of short video live streaming on the purchasing of agricultural products. It is beneficial to help agriculture-related practitioners develop new marketing paths, reduce the waste of agricultural products, and improve the economic income of related practitioners.

Lennox–Gastaut Syndrome: Challenges in Diagnosis – Interviews with Two Key Opinion Leaders

Lennox–Gastaut syndrome (LGS) is a severe childhood-onset epilepsy syndrome that can be challenging to identify due to its heterogeneous and evolving presentation. During interviews conducted by EMJ in July and August 2023, Karen Keough, a child neurologist specialising in paediatric refractory epilepsy at Texas A&amp;M University School of Medicine, Round Rock, USA, and Rhys Thomas, an adult neurologist specialising in epilepsy (leading on learning disability and genetic testing) at the Royal Victoria Infirmary, Newcastle, UK, and Newcastle University, UK, gave their informed opinions on the challenges of diagnosing LGS. The experts spoke about the characteristic features of LGS, and how its gradual evolution from childhood onset can impede diagnosis. In particular, the issues around diagnosing LGS in adulthood, after considerable disease evolution and against a background of uncertain/incomplete medical history, were discussed. The experts also considered the 2022 International League Against Epilepsy (ILAE) position paper for the definition of epilepsy syndromes in childhood, and its potential impact for directing the diagnosis of LGS. Keough and Thomas concluded by describing how raised awareness, vigilance, and support in diagnosis could help to optimise treatment and readjust the goals for the management of adults and children with LGS.

Health taxes in Indonesia: a review of policy debates on the tobacco, alcoholic beverages and sugar-sweetened beverage taxes in the media

IntroductionOne of the WHO’s ‘best buys’ in controlling non-communicable diseases and their risk factors is to impose health taxes. While the Indonesian political process inhibits the implementation of health tax...

Consensus Statement on the Use of Botulinum Neurotoxin in the Middle East.

Aesthetic minimally invasive procedures have become very popular and culturally acceptable among Middle Eastern populations. Botulinum neurotoxin type A (BoNTA) is a valuable treatment modality for many cosmetic as well as therapeutic indications. The presence of BoNTA in our toolkit has revolutionized the field of aesthetic medicine to the point where it is now one of the most commonly performed cosmetic procedures worldwide. This consensus considers popular on- and off-label BoNTA indications in the Middle East. A multinational group of ten key opinion leaders, experts in facial plastic surgery and dermatology, convened the Middle East Aesthetics Consensus Group and reviewed the aesthetic applications of BoNTA. Recommendations and position statements were drafted based on the integration of the panel's clinical experience with published data, targeted to the practices implemented in the Middle Eastern and the global population. Guidance statements are presented covering Middle Eastern facial characteristics and beauty ideals, BoNTA characteristics, pre-operative counselling, treatment indications and anatomical considerations, off-label and special uses including high-dose recommendations, and post-treatment advice. Throughout, an evidence-based approach to selection of products and injection techniques is provided, supplemented by the experts' advice on injections dosages and placement. This consensus reflects the knowledge and expertise of physicians practicing in the Middle East. The panel acknowledged the use of on-label indications and variability in the toxin formulations and immunogenicity and agreed upon a wide use of "off-label" indications.

Does KOL and UGC as a Moderating Variable Affect CPI in Indonesia FnB Industry?

This research paper examines the impact of Key Opinion Leaders (KOLs) and User-Generated Content (UGC) as a moderating variable on consumer purchase interest (CPI) in the Indonesian food and beverage (F&amp;B) industry. Through data collected from 110 respondents, the study employs the Pearson correlation test and Cronbach Alpha test to validate and ensure the reliability of the measurement items. The study reveals a significant positive influence of KOLs on CPI, with respondents showing considerable interest in purchasing products endorsed by influential KOLs. Additionally, the research underscores the pivotal role of UGC as a Pure Moderator, strengthening the impact of KOLs on consumer purchase interest. Consumers exhibited higher purchase interest when KOLs utilized UGC to convey messages or recommendations. Hypothesis testing using moderated regression analysis (MRA) and R-square tests confirms the acceptance of all research hypotheses. Hypothesis 1, asserting a positive impact of KOLs on Indonesian CPI in the FnB industry, finds support in the data. Similarly, Hypothesis 2, suggesting a positive influence of UGC on Indonesian CPI for FnB products, is also substantiated by the findings. Lastly, Hypothesis 3, proposing UGC as a moderator between KOLs and CPI in the Indonesian F&amp;B industry, is validated. These findings offer valuable insights for businesses in Indonesia's F&amp;B industry to strategically incorporate KOLs and leverage UGC to optimize their marketing strategies and gain a competitive edge. While the study covers a significant portion of Indonesia's provinces, future research could enhance its geographical representation, providing a further understanding of consumer purchase interest in the F&amp;B market.

Delphi-Based Survey for Surgical Indications in Biopsy Proven Active Adult Spinal Tuberculosis.

Delphi survey. To obtain an expert consensus on various dilemmas in the surgical treatment of adult spinal tuberculosis (TB) patients. Stage I included a literature review, stage II the identification of 40 Key Opinion leaders (KOLs) and a set of 46 questions, stage III included analysis of 3 rounds of the Delphi survey, and stage IV had final analysis and recommendations. For each question, the level of agreement needed to reach a consensus was set at greater than or equal to 70.0%. The first and second Delphi survey rounds received 62 and 58 responses, respectively, with 16 questions having more than 70% and two questions having 100% agreement in the first stage. The second stage saw a 70% agreement on six questions. Thus, a consensus was obtained on 22 questions. The recommendations that emerged were as follows: neurodeficit with corresponding radiology and neurological deficit appearing/deteriorating while on anti-tubercular chemotherapy(ATT) are absolute indications for surgery, duration of ATT before neurological deterioration need not be considered, epidural abscess does not need decompression unless concordant clinical neurological findings are present, pain not responding to medical management is not a surgical indication, active pulmonary TB, drug-resistant TB, and tubercular sacroiliitis are not considered as surgical indications, and hemoglobin and other health markers have little contribution to surgical indications. In order to resolve several conundrums in the surgical treatment of adult spinal TB, this Delphi survey is the first to achieve a national consensus from spine experts. The final recommendations cover the serological, radiographic, and clinical aspects of spinal TB.

Economic Evaluation of a Bioinductive Implant for the Repair of Rotator Cuff Tears Compared with Standard Surgery in Italy.

Rotator cuff tear (RCT) is a painful, progressive condition resulting from damage to the rotator cuff tendons and is the leading cause of shoulder-related disability. Surgical repair of rotator cuff is an established standard of care (SOC); however, failure of the procedure can occur. In this context, the use of collagen-based bioinductive implant REGENETEN showed long-term improvements in clinical scores. The aim of the study was to assess the cost-effectiveness of REGENETEN combined with SOC (SOC + REGENETEN) compared to SOC alone from both National Healthcare Service (NHS) and societal perspectives in Italy. A decision analytic model was developed to estimate the number of tears healed and costs for the two considered treatment strategies over 1year. Clinical data were retrieved from the literature, and the clinical pathways for the management of patients with RCTs were retrieved from four key opinion leaders in Italy. Over a 1-year time horizon, healed lesions were 90.70% and 72.90% for surgical repair of RCTs with and without REGENETEN, respectively. Considering the NHS perspective, mean costs per patient were €7828 and €4650 for the two strategies, respectively, leading to an incremental cost-effectiveness ratio (ICER) of €17,857 per healed tear. From the societal perspective, the mean costs per patient were €12,659 for SOC and €11,784 for REGENETEN, thus showing savings of €4918 per healed tear when the bioinductive implant is used. The sensitivity analyses confirmed the robustness of the model results. In the context of paucity of cost-effectiveness studies, our findings provide additional evidence for clinicians and payers regarding the value of a new treatment option that supports a tailored approach for the management of patients with RCTs.

The Impact of Social Media and Key Opinion Leader on the Purchasing Behaviour in the Food and Beverage Industry in Malaysia

In order to survive in the food and beverage (F&amp;B) industry in this modern era, one of the most strategic ways is to expose the brand through social media and Key Opinion Leaders (KOLs). This research paper aims to investigate the impact of social media and KOLs on purchasing behaviour in the Malaysian food and beverage industry. The quantitative research method was applied and a survey questionnaire via Google Forms was distributed to samples consist of 120 consumers in Malaysia. The findings showed that social media and KOLs significantly affect the consumers' purchasing behaviour in Malaysia's F&amp;B industry. However, KOLs are more influential than social media in stimulating purchasing behaviour in the F&amp;B industry among Malaysian. Accordingly, F&amp;B businesses is strongly suggested to develop their brand existences in social media, including creating engaging and informative content, responding promptly to customer feedback, and building a loyal following of brand advocates. By leveraging social media analytics, businesses in the food and beverage industry can gain more insights related to customer behaviour and preferences to enhance their marketing strategies and product offerings.

The Influence of KOL Internet Marketing on Consumers from the example about Beauty products in Xiaohongshu Platform

Key opinion leader (KOL) Internet marketing is one of the key research topics today. Researchers have found that with the rise and popularity of Xiaohongshu platform in recent years, more and more beauty products have been promoted by KOL on this platform, thus affecting consumers. However, there is still a research gap on the form and degree of influence behind it. Therefore, this paper collects questionnaire data on the consumption of beauty products purchased by Xiaohongshu of all ages, and conducts regression analysis on the data, to explore the relationship between the KOL Internet marketing environment and consumers. The results show that under the Theory of Planned Behavior (TPB), consumer attitude, subjective criteria and cognitive behavior control all have positive effects on consumer behavior intention. All factors under the CMM model will promote consumers' media attention to the product, and media attention has a positive effect on consumers' consumption behavior intention.

Industry Payments to United States Rheumatologist-Authors of Publications in High-Impact Rheumatology Journals.

A skewed percentage of industry payments goes to "key opinion leaders" (KOLs) whose prominence and influence has increased with time. Given that KOL is neither precisely defined nor quantifiable, we turned to the level of industry payments as a surrogate quantifiable metric and assessed the associations between industry payments to US rheumatologists and their authorships of publications in high-impact rheumatology journals. Payments to US rheumatologists during the 2015-2020 interval were obtained from the Centers for Medicare and Medicaid Services Open Payments database, and authorships were tallied for calendar year 2021 publications in the four rheumatology journals (Lancet Rheumatol, Nat Rev Rheumatol, Ann Rheum Dis, Arthritis Rheumatol) with the highest 2021 journal impact factors and journal citation indicators. Differences between groups were determined by chi-squared test, unpaired Student's t-test, one-way analysis of variance (ANOVA), Mann-Whitney rank sum test, and Kruskal-Wallis one-way ANOVA on ranks. Correlations were calculated using Spearman rank order. A P value ≤0.05 was considered significant. There were 278 individual US rheumatologists who received industry payments and served as authors of publications in the four high-impact rheumatology journals. Non-research-associated payments to these individuals strongly correlated with research-associated payments. Payments to male US rheumatologists were greater than those to their female counterparts, and payments strongly correlated with the number of publications among male authors but only weakly, and often not significantly, among female authors. A substantial fraction of the authorships in calendar year 2021 publications in four high-impact rheumatology journals arose from a very small percentage of all US rheumatologists who had received industry payments during the 2015-2020 interval. Payments to male US rheumatologist-authors were strikingly different from those to female US rheumatologist-authors, and further investigation is needed to explain the glaring difference in payments.