There is a powerful category of Asian consumers who have disproportionate influence in their ability to spread brand awareness and drive purchase decisions, according to Allison+Partners’ latest Influence Impact Report. These “Engaged Enthusiasts” are more likely to follow and trust social media influencers and key opinion leaders (KOLs), more receptive to marketing content across channels, and more likely to give recommendations to others. This makes them a critical target for brands seeking word-of-mouth buzz and preference.
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