Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention
Article
Article Title | Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention |
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ERA Journal ID | 19837 |
Article Category | Article |
Authors | Bu, Yi, Parkinson, Joy and Thaichon, Park |
Journal Title | Journal of Retailing and Consumer Services |
Journal Citation | 66 |
Article Number | 102904 |
Number of Pages | 17 |
Year | May 2022 |
Publisher | Elsevier |
Place of Publication | United Kingdom |
ISSN | 0969-6989 |
1873-1384 | |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jretconser.2021.102904 |
Web Address (URL) | https://www.sciencedirect.com/science/article/abs/pii/S0969698921004707 |
Abstract | 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. |
Keywords | Homophily; Customer participation behaviour; Customer citizenship behaviour; Purchase intention; Influencer marketing; Value co-creation |
ANZSRC Field of Research 2020 | 350605. Marketing management (incl. strategy and customer relations) |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Griffith University |
https://research.usq.edu.au/item/xx0wx/influencer-marketing-homophily-customer-value-co-creation-behaviour-and-purchase-intention
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