Marketing communicators throughout Asia are increasingly recognizing the power of influencers or key opinion leaders (KOLs) to impact consumer preferences, behavior and loyalty. Yet the dynamics of influence remain only partly understood. What kinds of influencers have the greatest and deepest impact? How do consumers weigh the influence of third parties with that of their friends, families and peers? Where does traditional media, whether online or offline, fit into the picture? And ultimately, how does influence translate into word-of-mouth buzz, shares and recommendations for brands and products?
Allison+Partners set out to shed light on these dynamics across China, Japan and Singapore. Surveying more than 3,000 consumers, including 1,180 in Japan, we looked at general consumer preferences across the online population, and took a deeper dive into four product categories: consumer electronics and mobile devices, travel and leisure, food and beverage and financial services.
This presentation will present a compelling portrait of how influence works in the region, and how brands in Japan can best take advantage. It will also explore the role of “engaged enthusiasts” in driving the effectiveness of brand communications activities into authentic word-of-mouth buzz and preference.
Susanne Walloscheck, Chair
ACCJ Marketing Programs Committee
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