Key Opinion Leaders Research Articles

Survey on antiphospholipid syndrome diagnosis and antithrombotic treatment in patients with ischemic stroke, other brain ischemic injury, or arterial thromboembolism in other sites: communication from ISTH SSC Subcommittee on Lupus Anticoagulant/Antiphospholipid Antibodies

BackgroundThe optimal strategy for diagnosis and antithrombotic treatment of patients with antiphospholipid syndrome (APS)–associated acute ischemic stroke (AIS), transient ischemic attack (TIA), or other brain ischemic injury is poorly defined. ObjectivesThe survey goal was to capture variations in diagnosis and antithrombotic treatment of APS-associated ischemic stroke and related disorders to inform guidance and clinical trials to define optimal management. MethodsProfessional colleagues, including key opinion leaders, were invited to complete a REDCap survey questionnaire initiated by the International Society on Thrombosis and Haemostasis Scientific and Standardisation Committee Subcommittee on Lupus Anticoagulant/Antiphospholipid Antibodies. The survey data were tallied using simple descriptive statistics. ResultsThere was generally good agreement on several aspects, including which patients to test for antiphospholipid antibodies (aPL), use of a lifelong vitamin K antagonist for AIS or recurrent TIA, and formal cognitive assessment for suspected cognitive impairment. There was less agreement on other aspects, including aPL testing for brain ischemic injury other than AIS/TIA or if an alternative cause for AIS or TIA exists; choice of aPL tests, their timing, and age cutoff; the aPL phenotype to trigger antithrombotic treatment; management for patent foramen ovale; antithrombotic treatment for first TIA or white matter hyperintensities; head magnetic resonance imaging specifications; and low-molecular-weight heparin dosing/anti-Xa monitoring in pregnancy. The survey highlighted that approximately 25% practice at dedicated APS clinics and <50% have a multidisciplinary team structure for patients with APS. ConclusionMuch of the variation in practice reflects the lack of evidence-based recommendations. The survey results should inform the development of a more uniform multidisciplinary consensus approach to diagnosis and antithrombotic treatment.

Impacts of Influencers on Customer’s Purchase Intentions in Instagram

Social media in modern society has transformed into the main communication platform among people: those who are having interesting content will gain more followers and a bigger audience. Thus, the evolution of social networking has also evolved digitally with the rise of key opinion leaders or social media influencers. This new trend has created a new opportunity for influencers to monetize their exposure and followers into a new marketing method for brands to tap into and advertise their products to gain more awareness from influencers’ followers. This paper examines the impacts of influencers on customers’ purchase intentions on social media, especially on Instagram. The social identity construct is introduced in this paper as of influencers in marketing, which also looks at how followers' purchase intentions are influenced by the influencers' perceived expertise, opinion leadership, and interest-fit. Data from 308 respondents who use the Instagram platform were gathered through a digital poll of respondents in Indonesia (Jabodetabek). Trustworthiness and perceived expertise had a negligible impact on customers' purchasing intentions, according to the study. On the other hand, clients' purchase intentions were positively impacted by interest fit and opinion leadership. This paper will explain The theoretical and practical implications of these findings.

123-LB: Implementing a Multidisciplinary Model of CGM Care in Real-World Pharmacy Practice—A Clinical Consensus for Canadian Pharmacists

Background: Continuous glucose monitoring (CGM) devices have transformed diabetes care, but there is a lack of guidance for pharmacists to follow when onboarding patients to begin using CGM systems. Our study aimed to develop a blueprint for best practices for pharmacists to support people living with diabetes (PWD) using CGM systems. Methods: We used a modified DELPHI process to gather insights from 11 Key Opinion Leaders (KOLs) across Canada, including two endocrinologists, one family physician, and eight pharmacists. Consensus was reached for each criterion when 75% agreement was achieved. Criteria for CGM device initiation, short-term or episodic CGM use, and best practices for CGM onboarding and monitoring were developed based on the results. Results: Amongst the ideal candidates for CGM use are PWD using insulin, those with type 1 diabetes, individuals not reaching their A1C target, those experiencing frequent hypoglycemia, pregnant individuals, and others at risk of hypoglycemia. Best practices for onboarding and monitoring included shared decision-making conversations, a comprehensive overview of cost and coverage options, customized alerts and alarms, and timely follow-up sessions. Discussion: The KOL group ensured a comprehensive and diverse perspective. The developed blueprint provides a valuable resource for pharmacists to improve the use of CGM devices and enhance diabetes management for their patients. Incorporating these best practices into clinical practice has the potential to transform diabetes care and improve outcomes. Disclosure A. S. Sihota: Consultant; Novo Nordisk Canada Inc., Other Relationship; Becton, Dickinson and Company. S. Sivapalan: Advisory Panel; Novo Nordisk, Pfizer Inc., AstraZeneca, Consultant; Pear Healthcare Solutions Inc., Other Relationship; Boehringer Ingelheim (Canada) Ltd., GlaxoSmithKline plc., Novo Nordisk, Bristol-Myers Squibb Company, Pfizer Inc., AbbVie Inc., Ferring Pharmaceuticals, AstraZeneca. T. Smith: Advisory Panel; Novo Nordisk Canada Inc., Dexcom, Inc., Emergent Biosolutions. I. Halperin: Advisory Panel; Sanofi, Speaker's Bureau; 3Boehringer Ingelheim Canada Ltd. /Ltée, Abbott Diabetes, Dexcom, Inc., Novo Nordisk. A. B. Jain: Advisory Panel; Abbott, Amgen Canada, Dexcom, Inc., AstraZeneca, Novo Nordisk, Bayer Inc., Insulet Corporation, Takeda Canada, Boehringer Ingelheim (Canada) Ltd., Eli Lilly and Company, Research Support; Abbott, Amgen Canada, Novo Nordisk, Speaker's Bureau; Abbott, Amgen Canada, Dexcom, Inc., AstraZeneca, Novo Nordisk, Bausch Health, Canada, Boehringer Ingelheim (Canada) Ltd., Eli Lilly and Company, Pfizer Inc. A. Chin: Other Relationship; Abbott Diabetes, BMO Bank of Montreal, Diabetes Canada, Dexcom, Inc., Roche Diabetes Care, Tandem Diabetes Care, Inc., Research Support; Novavax, Centricity Research. W. Chow: Advisory Panel; GlaxoSmithKline plc., Pfizer Inc., Speaker's Bureau; Abbott Diagnostics, AstraZeneca, Bayer Inc., Bausch Health, Canada, Boehringer Ingelheim (Canada) Ltd., Eisai Inc., Novo Nordisk. S. Jin: Advisory Panel; Dexcom, Inc., Eisai Inc., Novo Nordisk Canada Inc., Board Member; Wounds Canada, Consultant; Abbott Diabetes, Boehringer Ingelheim Pharmaceuticals Inc., Canadian Collaborative Research Network, Diabetes Canada, GlaxoSmithKline plc., HLS Therapeutics Inc., MDBriefcase, Novo Nordisk Canada Inc., AstraZeneca, Speaker's Bureau; Eisai Inc., Dexcom, Inc., Novo Nordisk Canada Inc. T. Molberg: None. S. Patil: None. R. Siemens: Consultant; Canadian Collaborative Research Network, Novartis Canada, AstraZeneca, Montmed, Sanofi, MDBriefcase, Other Relationship; Abbott Diabetes, Amgen Canada, Boehringer Ingelheim and Eli Lilly Alliance, GlaxoSmithKline plc., HLS Therapeutics, Novo Nordisk, Dexcom Canada, Diabetes Canada. Funding Dexcom Canada

Facilitators and Barriers to Implementation of Simulation Based Education in Vascular Surgery in Europe

This study explored the status and availability of simulation based education (SBE) for learning vascular surgical procedures identified in the 2019 General Needs Assessment in vascular surgery in Europe (GNA-2019) and identified facilitators and barriers to SBE implementation in vascular surgery. A three round iterative survey was distributed via the European Society for Vascular Surgery and the Union Européenne des Médecins Spécialistes. Members from leading committees and organisations within the European vascular surgical community were invited to participate as key opinion leaders (KOLs). Three online survey rounds explored demographics, SBE availability, and facilitators and barriers to SBE implementation. Overall, 147 KOLs (target population 338) accepted invitation to round 1, representing 30 European countries. The dropout rates for rounds 2 and 3 were 29% and 40%, respectively. Most respondents (88%) were senior, consultant level or higher. No mandatory SBE training was required in their department before training on patients, according to 84% of the KOLs. There was high consensus on the need for structured SBE (87%) and mandatory SBE (81%). SBE is available for the top three prioritised procedures in GNA-2019 (basic open skills, basic endovascular skills, and vascular imaging interpretation) in 24, 23, and 20 of the 30 represented European countries, respectively. The highest ranking facilitators were structured SBE programmes, availability of simulation equipment locally and regionally, good quality simulators, and having a dedicated person running the SBE. The highest ranked barriers were lack of structured SBE curriculum, equipment costs, lack of SBE culture, no or limited dedicated time for faculty to teach in SBE, and clinical work overload. Based largely on the opinions of KOLs in vascular surgery in Europe, this study revealed that SBE is needed in vascular surgery training and that systematic and structured programmes are required to ensure successful implementation.

Anaemia of Chronic Kidney Disease: Aligning Patient and Physician Awareness – Interviews with Three Key Opinion Leaders and Patient Advocates

Anaemia is a common and serious complication of chronic kidney disease (CKD) that can greatly impact the daily lives of patients. However, poor awareness around anaemia of CKD (aCKD), from both physicians and patients, may impede its identification and treatment. During interviews conducted by EMJ in April 2023, leading nephrologist Christoph Wanner, University Hospital of Würzburg, Germany, and two patients/patient advocates, Daniel Gallego and Jemma Reast, gave their informed opinions on this topic. From their different viewpoints, they described how greater understanding of symptoms and treatment options could empower patients to make better choices for their own care. At the same time, they considered how greater physician awareness of aCKD, and the human impact beyond haemoglobin levels could influence diagnosis and treatment priorities. Aligning these two perspectives, they also discussed the powerful benefits of improved communication and shared decision-making between patient and physician, and its potential for relieving the burden of aCKD.

Habit forming properties of laxatives for chronic constipation: A review

Constipation is a commonly reported disorder in many patients. Constipation treatment using laxatives on a regular and long term basis can lead to patient dependence, especially among the elderly. However, there is scanty data on the habit-forming potential of laxatives in Indian constipated patients. This review has explored literature evidence and expert opinion on patients’ experience regarding habit-forming attributes of stimulant and osmotic laxatives. Additionally, structured face-to-face discussions were conducted with 2 key opinion leaders to understand their clinical experience on the habit-forming aspects stimulant and osmotic laxatives in patients with constipation. Based on literature evidence, lactulose is not known to lead to any habit-forming behaviors in patients. Furthermore, experts pointed out that dependence on stimulant laxatives is common, but not on osmotic laxatives, and emphasized that milk of magnesia is not habit forming. In conclusion, no habit-forming characteristics or dependence was observed with the use of osmotic laxatives in India. Nevertheless, real-world, studies exploring patient and physician perspectives are warranted to establish the dependence and habit forming attributes of laxatives.

A systematic review of the print media representation of ketamine treatments for psychiatric disorders.

Public and patient expectations of treatment influence health behaviours and decision-making. We aimed to understand how the media has portrayed the therapeutic use of ketamine in psychiatry. We systematically searched electronic databases for print and online news articles about ketamine for psychiatric disorders. The top ten UK, USA, Canadian and Australian newspapers by circulation and any trade and consumer magazines indexed in the databases were searched from 2015 to 2020. Article content was quantitatively coded with a framework encompassing treatment indication, descriptions of prior use, references to research, benefits and harms, treatment access and process, patient and professional testimony, tone and factual basis. We found 119 articles, peaking in March 2019 when the United States Food and Drug Administration approved esketamine. Ketamine treatment was portrayed in an extremely positive light (n = 82, 68.9%), with significant contributions of positive testimony from key opinion leaders (e.g. clinicians). Positive research results and ketamine's rapid antidepressant effect (n = 87, 73.1%) were frequently emphasised, with little reference to longer-term safety and efficacy. Side-effects were frequently reported (n = 96, 80.7%), predominantly ketamine's acute psychotomimetic effects and the potential for addiction and misuse, and rarely cardiovascular and bladder effects. Not infrequently, key opinion leaders were quoted as being overly optimistic compared with the existing evidence base. Information pertinent to patient help-seeking and treatment expectations is being communicated through the media and supported by key opinion leaders, although some quotes go well beyond the evidence base. Clinicians should be aware of this and may need to address their patients' beliefs directly.

The Medical Science Liaison Role in Spain: Opinion of the Commercial Department Personnel.

The Medical Science Liaison (MSL) works in a cross-functional way, especially with the commercial department. The aim of the present study was to evaluate the knowledge of these positions about the MSL role in their companies and describe the grade of internal interaction between them in daily practice. An online survey was completed by 151 employees from commercial departments between January and April 2020. It consisted of 29 or 31 items, depending on answers. Of participants, 22.5% and 77.5% occupied management or non-management positions, respectively. Most respondents stated that the MSL role belongs primarily to the medical department (94.6%), considered important that promotional materials are elaborated or supported by the medical department (95.4%), highlighted the importance of sharing their daily activity with MSLs (77.8%) and vice versa (89.3%). The most valuable activity of MSLs was clinical sessions (55.3%), followed by speaker briefings (16.0%), and data discussions (14.7%). Most useful activities of MSLs for participant's day to day were external training (sessions to healthcare providers, HCPs, 34.9%), support of key opinion leaders' (KOLs) unmet needs (22.1%), and feedback from fieldwork aimed at redefining new strategies of the company (15.4%). The mean overall assessment (0-10) of the MSL was 8.1. The MSL represents a key role inside pharmaceutical and biotechnological companies, providing scientific value. The members of the commercial departments interact with the MSL on a daily basis and consider that it is a strategic position with a great future that adds value within the company.

An Analysis of Key Actor Networks for Scale-Up Strategies for Childhood Obesity Prevention and the Care of Children with Obesity in Brazil

BackgroundEffective scale-up of multisectoral strategies aimed to prevent and treat childhood obesity has been a challenge in Brazil, the largest country in Latin America. Implementation Science methods, such as Net-Map, can identify key actors and opinion leaders (OLs) to advance the implementation and promote sustainability. ObjectivesThis study aimed to analyze power relations between key actors and OLs who influence the scale-up of Brazilian strategies for childhood obesity at the federal and state/municipal (local) levels. MethodsA mixed method study, applying the Net-Map method, collected data through virtual workshops with federal and local level stakeholders. The Net-Map included key actors mapping, power mapping, and identification of OLs. Four domains of power were analyzed: command, funding, technical assistance, and dissemination. Network cohesion and centrality measures were calculated. A qualitative analysis was conducted to qualify power relations according to ∗ gears for a successful scale-up (i.e., coordination, goals, and monitoring; advocacy; political will; legislation and policy; funding and resources; training; program delivery; communication; and research and technical cooperation). ResultsA total of 121 federal key actors and 63 local key actors were identified across networks, of which 62 and 28 were identified as OLs, respectively. Whereas the command domain of power had the highest number of key actors, the funding domain had the least. The health sector executive branch emerged as an OL across all domains of power. ConclusionsBarriers that threatened successful scale-up include the lack of coordination between domains of power, missing leadership within key actors, and lack of mechanisms to manage conflict of interest. Governance strategies to enhance multisectoral coordination and communication are needed to effectively scale-up and sustain childhood obesity strategies in Brazil.

Mental Health Professionals' Attitudes Toward Digital Mental Health Apps and Implications for Adoption in Portugal: Mixed Methods Study.

Digital health apps are among the most visible facets of the ongoing digital transition in health care, with mental health-focused apps as one of the main therapeutic areas. However, concerns regarding their scientific robustness drove regulators to establish evaluation procedures, with Germany's Digitale Gesundheitsanwendungen program pioneering in app prescription with costs covered by statutory health insurance. Portugal gathers a set of conditions and requirements that position it as an excellent test bed for digital health apps. Its daunting mental health landscape reinforces the potential interest in new interventions. To understand if they would be acceptable, we need to understand the supply side's attitudes and perceptions toward them, that is, those of psychiatrists and psychologists. This study aims to understand the attitudes and expectations of psychiatrists and psychologists toward digital mental health apps (DMHAs) in the Portuguese context, as well as perceived benefits, barriers, and actions to support their adoption. We conducted a 2-stage sequential mixed methods study. Stage 1 consisted of a cross-sectional web survey adapted to the Portuguese context that was delivered to mental health professionals and psychologists. Stage 2 complemented the insights of the web survey results with a key opinion leader analysis. A total of 160 complete survey responses were recorded, most of which were from psychologists. This is the most extensive study on mental health professionals' attitudes and perceptions of DMHAs in Portugal. A total of 87.2% (136/156) of the respondents supported the opportunity to prescribe DMHAs. Increased health literacy (139/160, 86.9%), wider adherence to treatment (137/160, 85.6%), and proper disease management (127/160, 79.4%) were the most frequently agreed upon benefits of DMHAs. However, only less than half (68/156, 43.6%) of the respondents planned to prescribe or recommend DMHAs, with psychologists being more favorable than psychiatrists. Professionals faced substantial barriers, such as a lack of information on DMHAs (154/160, 96.3%), the level of initial training effort (115/160, 71.9%), and the need for adjustments of clinical processes and records (113/160, 70.6%). Professionals reported that having more information on the available apps and their suitability for health objectives (151/160, 94.4%), more scientific evidence of the validity of the apps as a health intervention (147/160, 91.9%), and established recommendations of apps by specific clinical guidelines or professional societies (145/160, 90.6%) would be essential to foster adoption. More information about DMHAs regarding their clinical validity and how they work is necessary so that such an intervention can be adopted in Portugal. Recommendations from professional and scientific societies, as well as from governmental bodies, are strongly encouraged. Although the benefits of and the barriers to using these apps are consensual, more evidence, along with further promotion of mental health professionals' digital literacy, is needed. RR2-10.2196/41040.

Millennials’ Hotel Restaurant Visit Intention: An Analysis of Key Online Opinion Leaders’ Digital Marketing Content

ABSTRACT Social networking sites (SNSs) are popular platforms for people to share and exchange information, especially for the millennial generation. This research uses Hong Kong as a case to study millennials’ SNS usage behavior and the impact of online key opinion leaders’ (KOLs) reviews on millennials’ restaurant visit intention. Using a mixed method, this study first develops a KOLs online presentation framework, then investigates the relative importance of different elements in a restaurant review on buying intention. The findings reveal that Instagram, Facebook and YouTube are the top three most popular SNSs used by millennials in Hong Kong. In restaurant reviews posted by KOLs, photos of food and ambiance, ratings and opinions on food quality, and price are found to exert a significant and positive impact on millennials’ restaurant visit intention. This research not only extends the study of online opinion leadership in the context of hospitality, but also provides practical recommendations for hotel and restaurant managers.

Love, Trust and Follow Them? The Role of Social Media Influencers on Luxury Cosmetics Brands’ Purchase Intention Among Malaysian Urban Women

Luxury cosmetics brands are growing in Malaysia, especially among urban women. In this age, influencer marketing plays a significant role as many luxury cosmetic brands are partnering with social media influencers or key opinion leaders (KOLs) to increase their brand credibility and consumers’ desire. Despite this, the effectiveness of influencer marketing for luxury brands has resulted in mixed findings. As such, this study applies social influence theory to investigate the role of social media influencers (SMI), specifically on the relationships between trustworthiness and attractiveness towards the consumers’ attitude and purchase intention of luxury cosmetic brands. Using a quantitative survey of 240 Malaysian urban women collected from two major shopping malls, the data were analyzed using the structural equation modeling technique. Interestingly, the result of this study confirms that the attractiveness of the SMI was more critical than trustworthiness. Meanwhile, the attitude significantly mediated between attractiveness and their intention to purchase luxury cosmetic brands. This study also presents the implications and recommendations for future research. This study offers a novel perspective and gives insights to marketers of luxury cosmetic brands, especially on the suitability of selecting SMI to attract its target market.

Uncovering Manufacturing Challenges Behind Cell and Gene Therapy

Uncovering Manufacturing Challenges Behind Cell and Gene Therapy

Is access to adjuvant treatments prioritized over therapies for metastatic cancer? The Israeli experience.

e18599 Background: The Israeli National Insurance Law determines a uniform benefits package ('the Health Basket') for all residents. A public committee advises each year on which new medications should be added to the Health Basket, subject to the fixed annum budget allocated by the government for this purpose. The clinical benefit of the proposed health technologies is the committee's prime consideration; however, the committee also considers the professional medical societies' prioritizations, the expected budget impact, and other social and ethical aspects. Towards the annual discussions for 2023, 63 new indications for 41 cancer drugs were proposed for the annual update. Of those, 8 were for novel neo-adjuvant/ adjuvant indications, all given high priority ranks by the Israeli Oncologists Society based on the significant disease-free survival (DFS) figures from the phase III clinical trials. Varying the adjuvant treatment practice patterns based solely on DFS figures without available overall survival (OS) data has been in much debate recently between global key opinion leaders. We, therefore, aimed to evaluate whether the Israeli decision-makers have de-facto accepted the attitude of prioritizing budgets for adjuvant/neo-adjuvant therapies as the Israeli Oncologists Society recommended. Methods: We collected data on all cancer therapies proposed for inclusion in the 2023 Health Basket update; drug name, indication, treatment setting (curative intent vs. metastatic disease therapy), ESMO-MCBS grade, and whether or not accepted for reimbursement. All data were extracted from the official Israeli Ministry of Health website publications and press releases. Results: 20% of the allocated budget for updating the National Health basket for 2023 was provided to treat solid tumor cancers. 7 out of the 8 candidate therapies in the neo-adjuvant/adjuvant settings received reimbursement approval (88%) vs. 11 out of 55 therapies for advanced/ metastatic stages of disease (20%). 13 of the 16 candidate metastatic disease therapies that had a high ESMO-MCBS score (4 or 5) were not approved for reimbursement in the 2023 annual committee discussions. Conclusions: Our retrospective evaluation of the Israeli reimbursement prioritization process reveals that decision-makers have accepted the approach of prioritizing potentially curative adjuvant therapies over treatments for patients with incurable cancer. In an era of prosperity of adjuvant therapies in a range of tumor types, concerns might arise regarding restrictions on access to novel therapies for metastatic cancer, even those with proven benefits of significantly improving patients' OS and quality of life. Future analysis should determine the impact of this trend adopted by decision-makers in Israel on disease progression and overall survival in the real-world setting.

A new uncertain multi-objective programming model with chance-entropy constraint for advertising promotion.

The COVID-19 outbreak has forced people to stay at home to prevent the spread of the virus. In this case, social media platforms have become the main communication venue for people. Online sales platforms have also become the main field for people's daily consumption. So, how to make full use of social media to carry out online advertising promotion, and then achieve better marketing, is one of the core issues that the marketing industry must pay attention to and solve. Therefore, this study takes the advertiser as the decision-maker, maximizes the number of full playing, likes, comments and forwarding, and minimizes the cost of advertising promotion as the decision-making goals, and Key Opinion Leader (KOL) selection as the decision vector. Based on this, a multi-objective uncertain programming model of advertising promotion is constructed. Among them, the chance-entropy constraint is proposed by combining the entropy constraint and the chance constraint. In addition, the multi-objective uncertain programming model is transformed into a clear single-objective model through mathematical derivation and linear weighting of the model. Finally, the practicability and effectiveness of the model are verified by numerical simulation, and decision-making suggestions for advertising promotion are put forward.

The Influence of User Sharing Behavior on Consumer Purchasing Behavior in social media

With the rapid development of information in the web 2.0 era, more and more "community+ e-commerce" shopping models are being built. The sharing function of social media platforms is gradually maturing, which affects consumers' willingness to buy in the process. In order to demonstrate the impact of user sharing on consumer purchase decisions, this paper explains the entire process from user sharing to influencing consumer decisions on social media platforms. It analyzes the motivation and value of the effect from the perspective of the sharer and the content that influences the decision from the perspective of the consumer. Consumers' perceptions of risk, their comprehension of the genuine nature of the product, and their readiness to purchase are all positively influenced by user sharing. Finally, the author reverses the thinking and gives practical suggestions on how to attract more consumers through social media users' sharing behavior in the marketing process. The author recommends that companies are supposed to form partnerships with key opinion leaders, create incentives for users to share, focus on opinion management, build brand reputation and increase sensitivity to popular culture.

The Importance of Brand Stories towards Brand Perception and Purchase Intention in Gen Z Indonesians

The research explored the importance of brand story towards Indonesia’s Gen Z and how it affected buying decisions and perception towards the brand. It explored if creating a brand story is a central element in creating and differentiating Indonesian fashion brands that becomes a beneficial tool for both business owner and its customer. The research was conducted through an exploratory descriptive approach by using survey on Indonesian collectivist society—those who behave communally based on in-group norms including the 84 Gen Z—as well as archival research on two similar fashion brands, and interviews on one customer and one brand owner. The research findings point out that brand stories take a positive effect on a customer’s perception towards a brand and their purchase decision. While brand stories do have an influence in shaping the image of a brand as well as becoming a factor in a customer’s purchase decision process, other brand attributes such as packaging, social media content, and logos also plays an important role in a shaping brand image, as well as the customer’s final purchase decision. Furthermore, the opinions of a key opinion leader about a brand or product greatly matters in this society and that people are more willing to purchase a product if it has already been positively reviewed by a key opinion leader.

Influencer regulations, governance and sociocultural issues in Asia

Influencer regulations, governance and sociocultural issues in Asia

Could AI livestream perform better than KOL in cross-border operations?

AI livestream with virtual anchors enables the global brands to promote products by transcending cultural disparities. So the novel business model incorporating AI livestream in cross-border operations is worth investigating to show the tradeoffs in the global brands’ decision between AI and the widely adopted key-opinion-leader (KOL) livestream. We focus on the direct channel because such concern does not exist in the reselling channel by the use of local retailers. We develop a cross-border co-opetition model to show the bright and dark sides of AI livestream, where the tariff cost difference between the livestream channel and the existing retail channel are taken into account. We show that, although the novel features of AI livestream are extensively formulated, this new promotion tool can be beneficial only when (1) the network externality among livestream fans is very strong; or (2) the network externality is relatively weak but the tariff cost in the retail channel is high. The underlying rationality can be interpreted by two interesting effects for the offline retail channel, namely the “suppress effect” in AI livestream and the “bailout effect” in KOL livestream. We further examine the impact of cross-border logistics cost and the KOL’s stronger network externality to show the robustness of the main findings.

How Digital Opinion Leaders (DOLs) in Clinical Care are Changing the Medical Landscape.

Clinical experts are embracing the use of social media platforms for medical education, outreach, data sharing, and content dissemination within the medical community. In this interview, Dr. Khoi Than, a specialist in minimally invasive spinal surgery explains his role as a content creator and curator on social media platforms and describes how he uses surgical videos and opinion polls to educate and explore decision making behind surgical interventions. Dr. Than shares neurosurgery and spinal surgery techniques in the USA and internationally with trainees using interactivity and images to engage his followers. He believes that the ability to share operative techniques and research findings widely and instantly at the click of a button offers substantial benefits for patients. In this interview, Dr. Than reflects on how he engages with peers, students, and patients, how digital opinion leaders are making research more accessible, how social media has affected virtual conferences, and what advantages digital opinion leaders have over traditional key opinion leaders.