Content Creators and Influencers Play Key Roles in Digital Marketing
By Nicole Chang
April 2023 FEATURE
CONTENT CREATION HAS become an essential part of digital marketing. To grow and maintain brand visibility, content creators, popularised by the rise of social media, generate impactful, entertaining and informative content to capture the attention of a targeted online audience. Among content creators is a subgroup called influencers – as the name suggests, they are employed by brands to influence their audiences in their consumer decisions. Influencers, also known as Key Opinion Leaders (KOLs), are typically categorised, distinguished and assessed...
Nicole Chang
has just completed her PhD programme at the Department of Development Planning and Management, School of Social Sciences, Universiti Sains Malaysia.
