KOL選擇動態:探究企業與KOL的相互選擇決策

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2023

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在網路時代的行銷中,企業應注重KOL的影響力,透過找尋合適的KOL並讓他們分享,以達成影響力行銷,提高產品的市場佔有率和競爭力。本研究以半結構深度訪談法,透過訪談8位KOL,蒐集KOL對於選擇合作企業的現況、過程及考量因素的意見,同時,透過文獻分析方法總結過去企業選擇代言人的條件,並將兩方觀點整合對比分析,建構品牌企業與KOL之間互相選擇的動態過程。研究結論歸納如下:本研究經由文獻回顧發現企業選擇代言人條件包括吸引力、可靠性、專業性、曝光度及代言人與產品/品牌的配適度等五個面向,而KOL選擇合作企業的因素則考慮品牌信譽、產品品質、品牌知名度、企業的行銷策略和模式、品牌理念、代言與產品/品牌的配適度,及品牌方長期合作的KOL形象等七個面向,藉由雙方選擇條件對比發現,企業選擇KOL與KOL選擇合作企業皆會考量多方面的因素,若透過雙方直接聯繫合作,可能因為溝通協調困難而導致不成功。因此企業與KOL合作需要透過中介機制(廣告經紀公司)減少中間合作的風險,提升成功率。廣告經紀公司不僅能夠提供KOL更多合作機會,還能協助KOL初步篩選、洽談合作項目、時間及酬勞等細節,節省KOL的時間。由於廣告經紀公司具其專業性,也能根據企業自身的優勢和需求選擇適合KOL合作,並提升 KOL與企業合作的意願。
In the era of internet marketing, companies should focus on leveraging social media influencer to enhance their market share and competitiveness. This study examines the selection process and criteria used by both companies and social media influencer endorsers when choosing partnership opportunities. Through interviews with 8 social media influencer and a literature review, the study identifies key factors considered by both parties. The findings highlight the importance of intermediary mechanisms, such as advertising agencies, in facilitating successful collaborations. These agencies not only provide more collaboration opportunities for social media influencer but also assist in screening, negotiation, time management, and remuneration details, ultimately increasing the success rate of partnerships. By aligning the selection criteria of companies and social media influencer and utilizing advertising agencies, companies can enhance the willingness of social media influencer to collaborate and achieve impactful marketing results.

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社會影響力, 網路意見領袖, 品牌代言人, social influence, internet opinion leaders, brand endorsers

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