Please read the attached WSJ article about social media influencers for this discussion.
Answer these questions:
1) In your own words, explain what an "influencer" and "KOL" is.
2) What do influencers / KOLs actually do? Perhaps describe a typical day in the life of one.
3) How do influencers / KOLs affect consumer's beliefs, attitudes and decisions? How is their impact different from traditional paid advertising?
4) Why are influencers / KOLs used so extensively in China?
Sample Solution