Opinion Leaders Research Articles

CONSUMER BEHAVIOURL ANALYSIS IN E COMMERCE AS MYNTRA USING DATA ANALYTICS

CONSUMER BEHAVIOURL ANALYSIS IN E COMMERCE AS MYNTRA USING DATA ANALYTICS

Primary Palliative Care Catalysts: A Model for Culture Change with Physician Champions and Specialty Engagement

Primary Palliative Care Catalysts: A Model for Culture Change with Physician Champions and Specialty Engagement

MISSION 70/26 HAS SUCCESSFULLY STARTED IN CROATIA. DO YOU KNOW YOUR NUMBERS?

Objective: Approximatively 50% of Croatia's adult population suffers from arterial hypertension (AH). One-fifth of patients do not know that they have AH, and control has been achieved in less than 50% of treated patients. It is our aim to achieve controlled values of blood pressure (BP) in 70% of treated patients with AH by 2026. This mission is part of the permanent campaign of the Croatian Hypertension League called “The Hunt for the Silent Killer”. Design and method: The whole mission is devoted to increase health literacy in both health care workers and in general population (including patients with AH). Results: For the general population we will organize: 1) classical public-health activities; BP will be measured and educative materials will be distributed at the public places; 2) using Croatian Hypertensive League educative web platform (Hunting the Silent Killer) and social networks; and 3) via different media (Vecernji list, the biggest daily newspaper in Croatia is partner of the League). For health care workers 1) school for communication in hypertension; 2) monthly newsletters with information about therapeutic inertia, promotion of health literacy, and education on treatment persistence. For this purpose, we have developed special educative sub-portal 70/26. All healthcare workers will be invited to visit our scientific educative web portal Healthmed with plenty of recent information on cardio-kidney-metabolic syndrome where members of the editorial board are key opinion leaders in hypertension, nephrology, cardiology, neurology, diabetology and family physicians. In parallel with hypertension we will analyze success in treatment of dyslipidemia in our sister mission “Do you know your numbers?” Conclusions: At the end of this program, we are going to organize a nationwide study (EHUH 3) where a representative sample of random adult population will be enrolled. In this study we will use the same methodology as in recently ended nationwide EHUH 2 study where we obtained current information on hypertension and dyslipidemia prevalence, awareness, treatment and control. Using the same methods we will be able to make conclusion about our success following evidence-based medicine postulates. Acknowledgement: This program is supported by a grant from Servier.

The Influence of Social Media Influencers on Consumer Decision-Making: A Comprehensive SEM Analysis

In recent times, social media influencers and their marketing campaigns have gained significant popularity and attention. The aim of this study is to identify the extent to which social media influencers impact consumer decision-making and buying behaviors. The paper examines influencer marketing as a form of electronic word-of-mouth (eWOM) and how it affects the consumer purchase journey. Framework is developed using existing literature on topics like consumer decision-making, eWOM, opinion leadership, source credibility, and digital interaction. The methodology utilizes a deductive research approach with a cross-sectional quantitative survey. The target population comprises consumers in Karachi who regularly use social media. The study uses Structural equation modeling (SEM) analysis to identify the relationship between social media word mouth, quality of information, Digital interaction, Digital Attractiveness, and Digital interaction on consumer decision-making with the mediation effect of opinion leaders. Convenience sampling is employed to collect data from over 150 respondents. The results provide empirical evidence that opinion leadership and source credibility significantly influence consumer decision-making when it comes to influencer marketing. This implies that the personality and perceived trustworthiness of the influencer matter more than their attractiveness or expertise. However, digital expertise is not found to have a positive effect. Overall, the findings highlight the need for brands to partner with credible influencers who can leverage their leadership to steer audience opinions and purchases. Future research can build on this by investigating negative eWOM, commercialism, and manipulating tactics used by influencers. The paper contributes to the growing research on social media marketing and how online opinion leaders shape consumer behaviors.

Impact of alternative development on reducing the security threat posed by cannabis cultivation: A case of Tain District, Ghana

Purpose: Cannabis cultivation has supported the local economy and culture of Nsawkaw, Badu, and other communities in the Tain District of the Bono Region for many years. The cultivation's security threat was also important, according to this study's respondents. However, any Alternative Development (AD) program to replace this old enterprise must entail community engagement, youth participation, entrepreneurial development, and finances to preserve the culture and tradition of the people. Methodology: Qualitative and quantitative research methods were used to analyze data and use the inductive research approach. Cannabis cultivation farmers in Badu and Nsawkaw in Tain District, Opinion Leaders, Narcotics Control Commission employees, and Bono Region NGOs were the study's target demographic. Findings: It was also found that most AD regulations to prevent cannabis cultivation were heavily affected by party politics, leading many people to forsake them. AD must examine how Ghana might allow cannabis cultivation under stringent laws for its many benefits, including medicinal use and quick money. Value: AD should consider marketing, conserving, transporting, and pricing licit crops. The Tree Crops Authority (MOFA) should be proactive in its mandate. Their proactiveness can pique cannabis farmers' interest in tree crops, particularly cashews.

Iraqi experts consensus on the management of relapsing remitting multiple sclerosis in adults

Objective In Iraq, a lack of evidence-based management protocols for diagnosing, treating, and managing multiple sclerosis (MS) poses risks of suboptimal outcomes and clinical practice variability and potential harm to the patients. This study aimed to develop consensus recommendations regarding the diagnosis and management of MS in Iraq, specifically focusing on treatment-naïve patients, suboptimal responders, and women of childbearing age during preconception, pregnancy planning, and lactation. Methods A survey was conducted to collect feedback from a panel of ten key opinion leaders (KOLs), who evaluated and discussed the statements to determine agreement levels. The mini-Delphi method was employed to establish a consensus on the management recommendations, and a meeting was held to analyze the responses and ensure that the recommendations were based on current evidence and followed a consensus-driven approach. Results The Revised McDonald Criteria is recommended for MS diagnosis, which includes evidence of dissemination of disease characteristics in space and time. Disease activity and progression can be monitored using relapses, MRI activity, and short-term disability progression. Experts suggest initiating treatment at diagnosis using higher efficacy medications, such as cladribine, ocrelizumab, natalizumab, or rituximab, for patients with high disease activity after careful risk stratification. Injectable interferon preparations have a tolerable risk profile but have drawbacks, such as the route and frequency of administration. Overall, disease-modifying therapies (DMTs) have shown efficacy in reducing relapse rates and short-term disability. Conclusion This article presents expert panel recommendations for managing MS in Iraq, taking into account international guidelines, medication updates, and local resources. However, practical questions remain regarding the real-world use of disease-modifying therapies (DMTs). Personalizing treatment based on disease severity, prognosis, and individual risk factors while adhering to guidelines is crucial. A collaborative approach between healthcare providers and patients, considering individual preferences, is vital for achieving treatment goals.

DO KEY OPINION LEADERS (KOL) MATTER IN DIGITALLY MARKETED BEAUTY PRODUCTS? THE IMPACT OF KOL ON TIKTOK

<p>In the era of digital marketing, the role of Key Opinion Leaders (KOL) has become critical to attract new customers. However, previous studies reveal inconsistent results. This study aims to investigate the influence of Key Opinion Leaders (KOL) on purchasing interest in cosmetics products. The study employs a descriptive quantitative method, using a survey questionnaire distributed to 200 respondents. The respondents have TikTok accounts and follow Key Opinion Leaders in the beauty sector on TikTok. The research employs a quantitative study with a survey questionnaire. Data was analyzed using SmartPLS 4 software. The study reveals interesting results. First, there is a positive influence of KOL Expertise on followers' buying interest. However, KOL Attractiveness and Trustworthiness do not have a positive influence on followers' buying interest. The research findings provide strategic implications for marketers and business owners who plan to optimize their digital marketing strategies by employing Key Opinion Leaders.</p>

Partisanship and Risk Talk on Twitter

There is abundant evidence that political polarization is associated with perceptions, beliefs, and behaviors related to the COVID-19 pandemic. This article turns to online expression and investigates the prominence, targets, and drivers of risk talk about the pandemic from Democrats and Republicans on Twitter/X, combining a user-level analysis, a content-level analysis, and manual coding of key accounts. We find that risk talk accounted for a greater share of pandemic-related discussion for Republicans compared to Democrats. Also, the specific targets of risk talk differed: Republicans focused more on risks related to public health guidelines and policies, vaccines, science, and the information environment, whereas Democrats emphasized risks associated with the coronavirus, politicians, and the economy. Furthermore, risk talk on both sides was spearheaded by news media, politicians, and activists; yet, this tendency to retweet opinion leaders was stronger among Republicans. These findings reveal nuanced partisan differences in risk-related opinion expression regarding the pandemic and point to the critical role of media and political elites within partisan groups in driving such opinion expression. Methodologically, our findings demonstrate how a multipronged analytic approach can help us identify meaningful expression patterns on social media.

Willingness to Purchase Co-Branded Products: Gender and Age Differences

This study explores the impact of co-branding on consumers’ purchase intention (PI), focusing on the 2023 trend of joint branding in the milk tea industry. The research adopts a questionnaire to analyze factors influencing PI, with a specific emphasis on gender and age differences. Previous research investigated at how joint branding affected consumption, examining factors such as the connection between perceived risk, perceived value, and popularity. The study reveals a noteworthy positive correlation between the perceived value and the participation of opinion leaders, which can positively influence consumers and lower their perceived risk. The study also looks at age and gender variations in co-brand product willingness to buy. Women participate in joint branding activities at a higher rate than men, which suggests that they are more willing. Age-wise, teens have a greater preference for milk tea, but older people participate in joint branding activities at a higher rate. The results imply that consumer willingness to purchase co-branded goods is strongly influenced by the cultural and logo images of those products. This study suggests that co-branded products' cultural and logo images significantly impact consumers’ PI. The author suggests increasing the number of participants and combining offline and online data collection techniques in order to improve the calibre of the research. As a result, the study clarifies the intricate dynamics influencing consumer decisions in the changing co-branded product market.

Attributes and Predictors of Opinion Leaders on Twitter: COVID-19 Childhood Vaccination Campaign

ABSTRACT Identifying attributes of the COVID-19 childhood vaccine message disseminators is beneficial to health campaign research. This study examines the We Can Do This COVID-19 childhood vaccination health campaign message disseminators on Twitter during 2021–2022. Guided by the diffusion of innovation theory and the theory of the two-step flow communication, we classify the disseminators (n=823) and examine their influence over the two-year period. A manual content analysis and social network analysis were conducted to measure the impact of disseminators on their networks through in-degree centrality assessment. Results revealed that experts in medical fields, industrial professionals, and social media influencers were the top three most common career titles disclosed in Twitter bios among individual accounts, whereas local nonprofit organizations, governments, and companies were the most common organizational accounts. Mann-Whitney U Tests indicated that in both years message disseminators with clinical medicine expertise were more influential than those who did not reveal such expertise. However, only in 2021 were campaign message disseminators with parental expertise more influential within the social network. We discuss the implications of disseminator classification as well as the significance of enhancing health campaigns by identifying who discusses them on social media.

SAUDI WOMEN EMPOWERMENT IN LEADERSHIP POSITIONS IN HEALTH CARE SECTOR: BARRIERS TO THEIR SUCCESS

Purpose: Women’s leadership is a necessary step in the development of civilization. However, the purpose of this study is to identify the barriers and challenges facing Saudi Arabian women seeking leadership positions in the health care industry. Theoretical Framework: The model's constructs are based on the studies cited, and they include barriers related to culture, a woman's personality, organizational politics, women's empowerment, and male top management discrimination. Design/Methodology/Approach: The study used a survey to collect data from 459 female was chosen for the study and a sample comprised of female employees in the Saudi privet healthcare sector from all the regions in the Kingdom of Saudi Arabia.. Using smart PLS, was employed to analyses the research data. Findings: The findings and the results of the analysis indicates that the dimensions of the model included Male top management discrimination, Culture, woman’s personalities, and organizational politics exert different influences on women's empowerment. we find Measuring the effect of moderating factors (The Male top management discrimination) indicates has the strongest effect on Culture and women's empowerment in the Saudi healthcare sector. Research, Practical & Social Implications: As a result, this study has deepened our understanding of the dynamic nature of women's empowerment and the challenges facing women's prospects for leadership while also helping to reframe gender roles. According to this study, women should receive leadership training in order to improve their capacity for decision-making, fulfill their organizational obligations, and expand the opportunities for women's empowerment. Originality/Value: The degree to which Saudi citizens are willing to change their opinions of women's leadership and personalities; to end practices that support male dominance and oppression of women; to end discriminatory laws and policies that impede women's career advancement; and to place their faith in a woman's self-assurance and ability to make the right decisions and shoulder the responsibility in healing.

Modeling the evolution of collective overreaction in dynamic online product diffusion networks

With the development of e-commerce, collective overreactions such as buying frenzy have become prominent. However, studies have rarely investigated the mechanism of irrational consumer behavior at the group level. To investigate the evolution of collective overreaction in dynamic online product diffusion networks, we employed a sequential multiple-methods approach. A conceptual model is constructed to capture the influence of social network dynamic evolution on individual irrationality. An agent-based model (ABM) under different network dynamic growth mechanisms is implemented and verified. The findings revealed the following. In external dynamic growth mechanisms, key opinion consumer (KOC) connection can lead to positive collective overreaction (i.e., the adoption rate of consumer groups spikes). This effect fades as the probability of KOC connection increases and stabilizes as the node change rate decreases. Random connection is prone to negative collective overreaction (i.e., a sudden and sharp decline in the adoption rate of consumer groups), and key opinion leader (KOL) connection exhibits both positive and negative collective overreaction. Increasing the edge change rate increases the frequency of negative collective overreaction in KOL connections. In internal dynamic growth mechanisms, KOL and KOC connections are prone to negative collective overreaction; increasing the edge change rate can reduce the frequency of negative collective overreaction in KOL overreaction, and an appropriate edge change rate can inhibit the emergence of negative collective overreaction in KOC connection. This research contributes to the area of internet product marketing and provides a new basic framework through which to combine psychology and the ABM.

P115 Thousands of rheumatoid arthritis & juvenile idiopathic arthritis patients benefit from interactive National Rheumatoid Arthritis Society broadcasts

Abstract Background/Aims Pressures on NHS services results in many rheumatology patients missing out on vital information that can support them in understanding and managing their conditions. During the COVID pandemic, NRAS took to social media to host regular live interactive broadcasts to keep people informed on the latest regarding vaccines, staying safe and treatments etc. These proved such a successful way of communicating with people not just across the entire UK but often those from other countries that ‘NRAS Lives’ have become a monthly resource offering covering a multitude of relevant to RA and JIA topics. Methods Originally utilising just Facebook NRAS became aware that this particular platform wasn’t being accessed by all our beneficiaries. At the beginning of 2023 NRAS began to use a new streaming platform ‘StreamYard’ that opened up the opportunity to stream broadcasts on Facebook, Twitter, LinkedIn and YouTube simultaneously, hence reaching many more people living with RA or JIA and rheumatology health professionals. NRAS Lives are hosted on the last Wednesday of every month with usually a panel of guests presenting on a chosen topic and individuals having the ability to pre-submit questions to be addressed on the night relating to the topic as well as the opportunity to post live questions throughout the broadcast. Results As of September 2023 NRAS has hosted eight interactive educational broadcasts reaching almost 15,000 people. Providing people with inflammatory arthritis the opportunity to hear from key opinion leaders and experts regardless of where they are located in the UK or across the world, or their ability to access such opportunities locally. Topics covered include BSR’s new Pregnancy Guidelines; Foot Health & Orthotics; Mental Health & Wellbeing; Support for young adults with IA; Importance of Exercise; Rheumatology Research for All; Remote Monitoring explained with upcoming topics in 2023 being Stress & RA (uneasy bedfellows) and Men with RA ‘The Men’s Rheum’. All live broadcasts are recorded and then hosted on the NRAS YouTube channel and are being freely accessed for ongoing patient and health professional education. Conclusion With more and more patients being moved onto PIFU pathways as well as NHS resources being severely restricted in their ability to offer face to face patient education or indeed for health professionals to have access to experts from a wide variety of backgrounds, these NRAS Lives are bridging those increasing gaps in knowledge sharing. The NRAS YouTube channel is a developing accessible, free library of information which complements other NRAS and NHS resources for both patients and health professionals. Disclosure C.B. Jacklin: None.

Strategi Marketing Public Relation Traveloka Dalam Promosi Pemesanan Hotel Menggunakan Awkarin sebagai Key Opinion Leader

In contemporary times, the accessibility of news through social media and the proliferation of influential figures known as Key Opinion Leaders (KOLs) have rendered KOL services indispensable in realizing marketing public relations strategies. This article delves into the utilization of KOLs and social media platforms by Traveloka, a leading technology company in Southeast Asia, to enhance its marketing public relations endeavors. Through an examination of Traveloka's strategies, particularly its collaboration with the KOL Awkarin, this study sheds light on the framing and agenda-setting techniques employed to shape public perception and awareness. Furthermore, it explores the effectiveness of these strategies in influencing public opinion and driving engagement, particularly among the 18-30 age demographic. The findings underscore the significance of social media as a potent tool for reaching target markets and enhancing brand visibility. Through qualitative analysis and a constructivist paradigm, this study offers insights into the evolving landscape of marketing public relations in the digital age, highlighting the symbiotic relationship between companies, KOLs, and social media platforms in shaping consumer behavior and perceptions

Evaluation of Segmentation, Rotation, and Geographic Delivery Approaches for Deployment of Multiple First-Line Treatment (MFT) to Respond to Antimalarial Drug Resistance in Africa: A Qualitative Study in Seven Sub-Sahara Countries.

Several studies recently confirmed the emergence of resistance to antimalarial drugs in sub-Saharan Africa. Multiple first-line treatment (MFT) is one of the measures envisaged to respond to the emergence and spread of this resistance. The aim of this study was to identify the perceived advantages and disadvantages of several MFT deployment strategies and to better understand potential implementation drivers and barriers. A qualitative survey was conducted in seven sub-Saharan countries amongst key opinion leaders, national decision makers, and end users. A total of 200 individual interviews were conducted and findings were analyzed following a thematic inductive approach. From a policy perspective, the new MFT intervention would require endorsement at the global, national, and regional levels to ensure its inclusion in guidelines. Funding of the MFT intervention could be a bottleneck due to costs associated with additional training of healthcare workers, adaptation of drug delivery mechanisms, and higher costs of drugs. Concerning the MFT deployment strategies, a slight preference for the segmentation strategy was expressed over the rotation and geographic approaches, due to the perception that a segmentation approach is already in place at country level. The findings highlighted the need for a collective approach to MFT deployment through the engagement of stakeholders at all levels of malaria management.

Commemorative Practices During the War: Bohdan Mazur’s project Memory of Civilian Victims

The article explores actual issues related to the memorial aspect of commemorating the fallen civilians of Ukraine as a result of russian aggression, focusing on the creative aspects of the commemorative issue in the space of urban architecture and forms of social communication aimed at creating such memorial zones as a part of the collective memory and commemorative policy of the state as a whole. The aim of the paper is to analyze creative practices and socio-cultural (institutional) interactions that strive to implement memorial cultural policy during the war. The subject field of the article is the practical implementation of the idea of the memorial architectural project In Memory of Civilian Victims by Bohdan Mazur, a famous Ukrainian sculptor. It is on the example of the implementation of B. Mazur’s memorial project that the author highlights contradictory approaches and views, problem areas of this project’s implementation: from the forms of memorialization of tragic events to the ways of communicating with authorities, opinion leaders, and professional experts on this issue in the context of wartime.

Opioid promotion in Canada: A narrative review.

Studies based on the United States Open Payment database have demonstrated an association between the promotion and prescribing of opioids. An equivalent database does not exist in Canada; therefore, I undertook a narrative review of the literature. In 2015, Purdue spent over CAN$4 million promoting a single product and generated over 160 pages of journal advertising. In the current review, I describe each of the six different forms of promotion that companies used to try and influence prescribing behaviour: messages from sales representatives, journal advertisements, company involvement in undergraduate medical education, key opinion leaders, clinical practice guidelines, and the funding of patient groups. Recent regulatory changes have decreased the volume of opioid promotion, but it would be incorrect to assume that it does not continue to influence the prescribing of this class of drugs.

Measurement and Countermeasures for College Students’ Emotions and Attitudes Post-popular Feelings Events: An Analysis Based on Smart PLS Model Data

To accurately gauge the emotional and attitudinal responses of college students post-popular feelings events, and to formulate scientifically sound strategies for managing public sentiment effectively and forestalling secondary quandaries, a pioneering big data simulation approach is introduced. This method, utilizing big data collection and processing techniques, entails the random sampling of a substantial number of college students to gather evaluative data on their emotional and attitudinal shifts before and after popular feelings events, as well as the efficacy of countermeasures. Subsequent to this, the amassed data undergoes meticulous fitting analysis via the Smart PLS 4.0 software. Noteworthy among the impact coefficients are negative emotions (r=0.146), negative attitudes (r=0.132), and the pivotal role of student opinion leaders (Loading=0.921). The standardized root mean square residual (SRMR) of 0.049 underscores the confirmatory model’s relevance. Results underscore the need for countermeasures to place a significant emphasis on mitigating negative emotions among college students. Selection of student opinion leaders and the establishment of rumor-refutation teams emerge as vital components of these response initiatives.

Feasibility and acceptability of a novel biomedical device to prevent neonatal hypothermia and augment Kangaroo Mother Care in Kenya: Qualitative analysis of focus group discussions and key Informant Interviews.

Hypothermia is a leading newborn complication, especially among premature and/or low birth weight infants. Within low/middle-income countries where incubators and radiant warmers are often in short supply, leading to gaps in the thermal care chain, neonatal hypothermia underlies high rates of newborn morbidity and mortality. Kangaroo Mother Care/Skin-to-skin care is an effective method for prevention of hypothermia in premature and low birthweight babies but can be very burdensome for families and healthcare providers. Our international multidisciplinary team has developed a prototype for a wearable biomedical device ("NeoWarm") to provide continuous thermal care and augment kangaroo mother care practices in low-resource settings. The objective of this study was to assess the feasibility and acceptability of NeoWarm and to obtain user design feedback for an early prototype from among adult end-users in Western Kenya. We performed key informant interviews (n = 17) among healthcare providers and 5 focus group discussions (FGDs) among 3 groups of adult stakeholders of premature babies, including: (1) parents/family members of premature babies aged 6 weeks or less (3 FGDs); (2) healthcare providers of newborns (e.g., nurses; physicians; 1 FGD); (3) community opinion leaders and stakeholders (e.g., traditional birth attendants; pastors; village elders; 1 FGD). Content and thematic analyses of transcripts indicate that NeoWarm is acceptable and feasible in promoting facility-based kangaroo mother care in the Kenyan setting. Novel findings derived from respondents include (1) the ability of the device to potentially overcome several barriers to traditional kangaroo mother care methods and (2) user-driven encouragement to expand the use case of the device to potentially include community-based kangaroo mother care and neonatal transport. User design feedback obtained during the interviews informed several key design iterations for subsequent prototypes of the device.

Instinct, Suprresion and Catharsis: The Psychological Source and Guidance of Teenagers' Network Ideology in the Era of Big Data

The unique educational attributes of the big data era can not only improve the audience's acceptance effect, but also accelerate the overall process of achieving ideological security education goals, playing a certain role in maintaining the unity of youth's thinking and daily behavior. Youth are the "core indigenous people" in the field of the Internet. Big data and mobile communication have brought new changes to the lifestyle and values of young people. In an era full of data, linking big data with life, work, and education is a contemporary issue that we should pay attention to and think about. The purpose of this study is to explore the psychological sources and guidance methods of adolescent online ideology in the era of big data. Firstly, through literature analysis and empirical research, we found that psychological factors such as instincts, repression, and venting among adolescents have a significant impact on their online ideology. Secondly, we utilized methods such as questionnaire surveys and in-depth interviews to explore the relationship between different psychological sources and online ideology. Finally, we propose a series of targeted guidance strategies, including enhancing self-awareness, cultivating a healthy mindset, and improving network literacy, to help teenagers establish the correct network ideology. It is necessary to strengthen the self-management awareness of teenagers, cultivate targeted opinion leaders, strengthen online supervision, establish and improve a risk prevention mechanism for online ideology, and promote mainstream ideology.