KOLs - The Secret Sauce for Social in China
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The use of KOLs does not get addressed adequately because companies generally do not want to admit to, much less share, information about how they use paid influencers in support of brand growth. In order to better understand how brands and agencies are using KOLs in China, Totem Media distributed a survey through its own network and through Campaign Asia-Pacific during May and June. The survey received a total of 36 responses from people holding director-level or higher positions in multinational brands and agencies in China. One-third of these respondents provided written responses to five open-ended questions in the survey.
