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

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, and purchase intentions. Findings provide further insights into the influencer-follower relationship as value perceptions were seen to enhance trust and commitment, subsequently influencing users’ attitudes and purchase intentions toward products or brands promoted by YouTube influencers. Results from this study can be used to help practitioners develop effective influencer marketing strategies. Future research should investigate the personality characteristics of individual users to explore their effects on relationship-building with influencers.

KEYWORDS:

• Value perceptions
• influencer marketing
• relationship building
• trust
• commitment

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Jinhee Seo

Dr. Jinhee Seo is majored in Mass Communication and specialized in marketing and advertising. Her research interests encompass consumer engagement in digital media, including the optimization of sponsored ads, virtual influencers, and virtual humans. Jinhee also explores YouTube influencer relationships, health communication, environmental communication, and femvertising. She aims to understand how these elements impact consumer behavior, attitudes, and brand relationships.

Seunghoo Lee

Dr. Seunghoo Lee is an Assistant Professor in the Department of Psychology at Keimyung University in South Korea. He majored in Quantitative Psychology and specialized in multivariate analysis, including regression and covariance structure analysis, as well as missing data analysis.

Kyra Newcombe

Kyra Newcombe is a doctoral student at Gaylord College at The University of Oklahoma. Her primary research area is health communication, with a particular focus on media effects.

Doyle Yoon

Dr. Doyle Yoon is an Associate Professor and Director of Graduate Studies at Gaylord College. Yoon’s research explores brand experience, online information processing, customer relationship management, VR advertising, and attitudinal and behavioral studies on advertising effects.