In China, leveraging online marketing such as key opinion leaders and live streaming is crucial for brands.
ChinaMedia, Telecoms, IT, Entertainment
In China, leveraging online marketing such as key opinion
leaders (KOLs) and live streaming is crucial for brands. Though
lack of online marketing compliance can result in bad publicity and
lasting damages for brands.
KOLs in China play a key role in raising brand visibility and
gaining product sales among target consumers. With the growth of
social media platforms in China, online advertising is an integral
part of brand strategy and growth. Although, the raise of KOLs
promoting products has not been without scandal. Specifically,
measures regulating online advertising have not aligned with
technological developments till recently. Equally, KOLs and live
streamers' liabilities have not been legally defined.
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