KOREASCHOLAR

INFLUENCE OF ATTRACTIVENESS, EXPERTISE, NOVELTY, AND ETHIC OF INFLUENCER’S PERFORMANCE ON CUSTOMER VALUE CO-CREATION BEHAVIOR AND PURCHASE INTENTION

Alina Kim, Jaehun Kim, Jong-Kuk Shin
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422304
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.325-329
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

With the rise of social media platforms, influencer marketing has become an essential tool for marketers to promote their products and services. Value co-creation behavior of influencers involves collaborating with their followers and brands to create content that provides value to their audience. This approach can help to build stronger relationships with followers and drive engagement and sales for the brands they work with.

Keyword
InfluencerSocial CommerceAttractivenessNoveltyExpertiseEthicCustomer Value Co-Creation BehaviorBrand EquityPurchase Intention
Author
  • Alina Kim(Pusan National University, Republic of Korea)
  • Jaehun Kim(Kyungsung University, Republic of Korea)
  • Jong-Kuk Shin(Pusan National University, Republic of Korea)