Value perceptions and YouTube influencer-user dynamics: a mediated pathway to enhanced trust, commitment, and purchase intentions

Q1 Business, Management and Accounting

Journal of Marketing Communications Pub Date : 2024-06-17 DOI:10.1080/13527266.2024.2368533

Jinhee Seo, Seunghoo Lee, Kyra Newcombe, Doyle Yoon

引用次数: 0

Abstract

This study investigated the relationship between YouTube influencers and followers. The value perception model was utilized to test the impact of value perceptions on trust, commitment, attitude, a...

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价值感和 YouTube 影响者-用户动态：增强信任、承诺和购买意向的中介途径

本研究调查了 YouTube 有影响力者与追随者之间的关系。研究利用价值感知模型来检验价值感知对信任、承诺、态度和粉丝之间关系的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Communications Business, Management and Accounting-Business and International Management

CiteScore

7.70

自引率

0.00%

发文量

期刊介绍： The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.