Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 66, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2021.102904
Keywords
Homophily; Customer participation behaviour; Customer citizenship behaviour; Purchase intention; Influencer marketing; Value co-creation
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This paper examines how homophily between influencers and their audiences affects customer value co-creation behavior, leading to increased expected brand value and purchase intention. The study finds that homophily has a positive influence on customer value co-creation behavior and is positively correlated with expected brand value and purchase intention. Customer value co-creation behavior plays a multi-mediating role, and the para-social relationship moderates the relationship between homophily and customer participation behavior.
Given the rise in influencer marketing on social media, this paper explores how homophily between influencers and their audiences affects customer value co-creation behaviour, resulting in increased expected brand value and purchase intention. A sample of 910 respondents from the United States completed an online investigation. The results indicate that homophily positively influences customer value co-creation behaviour as well as positively correlates with expected brand value and purchase intention. Customer value co-creation behaviour plays a multi-mediating role. Para-social relationship moderates the relationship between homophily and customer participation behaviour. Overall, this study encourages further research on value co-creation in influencer marketing and can constitute a valuable reference for marketing practitioners and influencers.
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