@inproceedings{cc406999a6c94ab3a2a58ca5d00d3f9b,
title = "The Synergistic Effect of Sales Discount and Mobile Advertising: How KOL Influence Online Education Community Purchases",
abstract = "Understanding the marketing mixed strategy with internet Key Opinion Leader (KOL) marketing in online brand community has remained a challenge for both academics and practitioners. Previous studies have explored different characteristics of KOL and their impact on customer purchase attentions. Contributing to this stream of the literature, our study explores the direct effect of KOL activeness and influence characteristics on customer online education real purchases as well as the mediating effect of sales discount and mobile advertising on such effect. Using real online education community individual transaction data collected from May to the end of August 2019 with the sample size of 29070 transactions. Our study shows that both high degree of activeness and influence level of KOL has a direct effect on online user{\textquoteright}s real purchase amounts and purchase times. And such effect can be mediated through sales discount and mobile advertising. The results have great implications to guide firms in terms of their marketing strategies in maximizing the return on investment in sales discount, mobile advertising and KOL marketing.",
keywords = "Education purchases, Mobile advertising, Online brand community, Online key opinion leader, Sales discount",
author = "Jiao Ge and Jinyu Guo",
note = "Publisher Copyright: {\textcopyright} 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.; 3rd International Conference on Design, Operation and Evaluation of Mobile Communications, MOBILE 2022 Held as Part of the 24th HCI International Conference, HCII 2022 ; Conference date: 26-06-2022 Through 01-07-2022",
year = "2022",
doi = "10.1007/978-3-031-05014-5\_20",
language = "英语",
isbn = "9783031050138",
series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",
publisher = "Springer Science and Business Media Deutschland GmbH",
pages = "246--255",
editor = "Gavriel Salvendy and June Wei",
booktitle = "Design, Operation and Evaluation of Mobile Communications - Third International Conference, MOBILE 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings",
address = "德国",
}