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What is Influencer Marketing and Purchase Intentions about?

This document summarizes a research article about how homophily, or similarity, between social media influencers and their audiences affects customer participation behaviors and purchase intentions. The study found that homophily positively influences how customers engage in value co-creation activities with brands, and also positively correlates with expected brand value and willingness to purchase. Customer participation behaviors were found to play an intermediary role. The strength of the perceived rela

Author

Wu Sharon

Language

EN