Xiaoyi Xu
Postgraduate Research Student
Academic and research departments
School of Hospitality and Tourism Management, Centre for Digital Transformation in the Visitor Economy.My research project
Evaluating the performance of Key Opinion Leader (KOL) marketing in the hospitality industry: an exploratory study on KOL marketing strategy and metrics
My project will investigate Return on Investment (ROI) measurement of social media marketing and identify financial and non-financial metrics in measurement. Additionally, it will provide strategic implication for hotel marketers of using Key Opinion Leader (KOL) marketing for consumer acquisition and development.