Zhang, Jin; Cai, Lingkui; Zheng, Xiaoying - In: European Journal of Marketing 58 (2024) 11, pp. 2566-2595
Purpose This paper aims to explore whether, how and when influencers’ value co-creation behavior in a post – influencers investing operant resources to enhance the value gained from using the product – shapes consumers’ responses toward an influencer’s recommendation. Based on value...