Li Ji

Shenzhen University - Department of Marketing

3688 Nanhai Road, Nanshan District

Shenzhen, Guangdong 518060

China

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More Bang for Your Buck: Effective Kol Marketing Campaign in Emerging Short-Video Markets

Number of pages: 36 Posted: 25 Aug 2020
Shenzhen University - Department of Marketing, Shenzhen University - Department of Marketing, Shenzhen University - Department of Marketing, McGill University - Desautels Faculty of Management and University of Michigan at Ann Arbor - Department of Industrial and Operations Engineering
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Abstract:

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Social Media; Key Opinion Leaders; Advertising Campaigns; Multi-Nomial Logit Model; Selection; Scheduling