Gartner for Marketers Research

Insight Report December 16, 2019

China: KOCs

In China’s saturated influencer economy, promotions by key opinion leaders (KOLs) are becoming more expensive for brands even as questions arise over fake traffic and consumer trust. As a result, brands are turning to a different source of conversion-based digital influence: the key opinion consumer, or KOC. Utilizing both e-commerce and social platforms, brands are crafting digital strategies to transform their regular customers into brand advocates and prioritizing user-generated content that is regarded as more authentic than sponsored posts.

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