Influencer marketing : Homophily, customer value co-creation behaviour and purchase intention

Journal article

Bu, Yi, Parkinson, Joy and Thaichon, Park. (2022). Influencer marketing : Homophily, customer value co-creation behaviour and purchase intention. Journal of Retailing and Consumer Services. 66, p. Article 102904. https://doi.org/10.1016/j.jretconser.2021.102904
AuthorsBu, Yi, Parkinson, Joy and Thaichon, Park
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.

Keywordshomophily; customer participation behaviour; customer citizenship behaviour; purchase intention; influencer marketing; value co-creation
Year2022
JournalJournal of Retailing and Consumer Services
Journal citation66, p. Article 102904
PublisherElsevier Ltd
ISSN0969-6989
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jretconser.2021.102904
Scopus EID2-s2.0-85122328756
Page range1-17
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online05 Jan 2022
Publication process dates
Accepted29 Dec 2021
Deposited19 Oct 2023
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