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

Yi Bu, Joy Parkinson and Park Thaichon

Journal of Retailing and Consumer Services, 2022, vol. 66, issue C

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 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (26)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:66:y:2022:i:c:s0969698921004707

DOI: 10.1016/j.jretconser.2021.102904

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