Use of Key Opinion Leader Non Public Figure in Persuasive Audiences

Sri Dewi Setiawati, Maya Retnasary, Dini Fitriawaty, Femi Oktaviani

2018

Abstract

The use of Key Opinion Leader (KOL) strategy is now a widely used strategy in marketing. KOL Usually use public figure, because it is easier to influence audiences. The effective role of KOL is not only affecting but also changing the behaviour of the audience. KOL affects a mass audience of the behaviours and messages it distributes. Especially now the rampant use of marketing strategies through social media. Similarly, this study aim to knowing the implementation of KOL strategy at the level of SMEs in influencing the audience. To study the problem, it is used case study method, in order to conduct in-depth assessment. This research yields some findings that SMEs business actors can be KOL for their own products, and influence their audiences even though not a public figure. Non-public figure KOL way to influence the audience by building personal branding on the perpetrators of SMEs associated with the product. Also make sure that KOL has more knowledge than its audience. Then build a network to disseminate information related to products and SMEs actors. In order to disseminate information is not too subjective and considered balanced so effective in influencing audiences.

Paper Citation

in Harvard Style

Dewi Setiawati S., Retnasary M., Fitriawaty D. and Oktaviani F. (2018). Use of Key Opinion Leader Non Public Figure in Persuasive Audiences.In Proceedings of the 1st International Conference on Recent Innovations - Volume 1: ICRI, ISBN 978-989-758-458-9, pages 2554-2560. DOI: 10.5220/0009946825542560

in Bibtex Style

@conference{icri18,
author={Sri Dewi Setiawati and Maya Retnasary and Dini Fitriawaty and Femi Oktaviani},
title={Use of Key Opinion Leader Non Public Figure in Persuasive Audiences},
booktitle={Proceedings of the 1st International Conference on Recent Innovations - Volume 1: ICRI,},
year={2018},
pages={2554-2560},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009946825542560},
isbn={978-989-758-458-9},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Recent Innovations - Volume 1: ICRI,
TI - Use of Key Opinion Leader Non Public Figure in Persuasive Audiences
SN - 978-989-758-458-9
AU - Dewi Setiawati S.
AU - Retnasary M.
AU - Fitriawaty D.
AU - Oktaviani F.
PY - 2018
SP - 2554
EP - 2560
DO - 10.5220/0009946825542560