Kol Marketing as A Business Strategy to Prevent The Groundswell Effect on An Advertising Message Communicated in The International Environment

The author chose to research the issue of KOL marketing mainly due to its rising popularity, especially in Asian countries and the growing public distrust towards traditional marketing strategies and marketing communication. In recent years an increasing number of European business entities have begun to implement KOL marketing elements in their online product promotion strategies. The author pays attention to the character of the person acting as an opinion leader, who is able to arouse interest in the product and increase demand and thus ensure an early return on investment (funds invested in mutual cooperation) and also profit. At the same time, the paper highlights the position of a specialist on product promotion on social media with regard to the presentation of serious and credible information to prevent the emergence and dissemination of various conjectures which are often characteristic of the groundswell effect.