Kobe influencer marketing: Using social media to promote a herbal tea brand

Author

Patricia Lui, Singapore Management University, SingaporeFollow
Lipika BHATTACHARYA, Singapore Management UniversityFollow

Publication Type

Magazine Article

Version

Publisher’s Version

Publication Date

5-2021

Abstract

In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.

Keywords

influencer, social media, marketing

Discipline

Marketing | Social Media

Research Areas

Marketing

Publication

Asian Management Insights (Singapore Management University)

Volume

8

Issue

1

First Page

48

Last Page

54

ISSN

2315-4284

Publisher

Singapore Management University, Centre for Management Practice

City or Country

Singapore

Embargo Period

5-19-2021

Citation

Lui, Patricia and BHATTACHARYA, Lipika. Kobe influencer marketing: Using social media to promote a herbal tea brand. (2021). Asian Management Insights (Singapore Management University). 8, (1), 48-54.
Available at: https://ink.library.smu.edu.sg/ami/148

Copyright Owner and License

Singapore Management University

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Additional URL

https://cmp.smu.edu.sg/ami/article/20210512/kobe-influencer-marketing