Healthcare influencer-follower relationships: The roles of truthful endorsement and endorsement overload

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-06-04 DOI:10.1016/j.jretconser.2025.104348

Monica Priyadarshini Roy, Chandrasekaran Padmavathy

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引用次数: 0

Abstract

Despite extensive academic research on influencer marketing, factors that affect influencer-follower relationships remain uncertain. In the context of healthcare influencer marketing, this research integrates the theory of consumption values and relationship marketing theory to examine the effects of consumption values on relationship quality (fanaticism), maintenance (stickiness), and development (value co-creation). Drawing on a sample of 1410 followers from India, this study findings exhibit mixed results on the effects of consumption values on relationship maintenance and development. The findings indicate that fanaticism mediates the effects of consumption values on relationship maintenance and development. Further, the results show positive moderating effects of truthful endorsement and negative moderating effects of endorsement overload on the influencer-follower relationships. This study provides valuable implications for influencers to maintain and develop long-term relationships with their followers.

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医疗保健影响者-追随者关系：真实认可和认可超载的作用

尽管对网红营销进行了广泛的学术研究，但影响网红-追随者关系的因素仍然不确定。本研究在医疗保健网红营销的背景下，整合消费价值观理论和关系营销理论，考察消费价值观对关系质量（狂热）、维持（粘性）和发展（价值共创）的影响。本研究以1410名印度粉丝为样本，研究结果显示消费价值观对关系维持和发展的影响好坏参半。研究结果表明，狂热在消费价值观对关系维持和发展的影响中起中介作用。此外，真实背书对影响者-追随者关系有正向调节作用，背书超载对影响者-追随者关系有负向调节作用。本研究为网红维持和发展与追随者的长期关系提供了有价值的启示。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.