Scholarlink

<p>Social media influencers (contentpreneurs) are key drivers in the thriving influencer marketing industry. YouTube contentpreneurs attract loyal subscribers to become YouTube stars. The present study proposes a model and examines how the perceptions of service innovation and value co-creation influence YouTube subscribers’ loyalty. The analysis of data collected from 399 subscribers has revealed that subscriber loyalty is achieved only in the presence of customer value co-creation behavior, which is influenced by service innovation characteristics (perceived novelty, value, and relative advantage) of the content. The study findings have both theoretical and practical implications for researchers and contentpreneurs.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Star wars: customer loyalty for YouTube stars through service innovation and value co-creation

  • 期刊论文

  • 发表日期：

    2025年2月12日

查看全文
  • Jain Saurabh,
  • Jain Dinesh

摘要

Social media influencers (contentpreneurs) are key drivers in the thriving influencer marketing industry. YouTube contentpreneurs attract loyal subscribers to become YouTube stars. The present study proposes a model and examines how the perceptions of service innovation and value co-creation influence YouTube subscribers’ loyalty. The analysis of data collected from 399 subscribers has revealed that subscriber loyalty is achieved only in the presence of customer value co-creation behavior, which is influenced by service innovation characteristics (perceived novelty, value, and relative advantage) of the content. The study findings have both theoretical and practical implications for researchers and contentpreneurs.