Examining the Impact of Influencer Marketing on Customer Value Co-Creation
Keywords:
Influencer Marketing, Value Co, creation, Social Media, CustomerAbstract
Objective: This study aimed to examine the effect of influencer marketing and its dimensions on customer value co-creation among purchasers of Oriflame products through Instagram. Methodology: This applied study employed a quantitative, descriptive-survey, correlational, and cross-sectional design. The statistical population comprised followers of Instagram influencers who had purchased Oriflame beauty products. A total of 384 respondents were selected through convenience sampling. Data were collected using a 17-item closed-ended questionnaire rated on a five-point Likert scale. Face validity was confirmed by 10 experts in marketing and online sales, while instrument reliability was supported by a Cronbach’s alpha coefficient of 0.87. Data were analyzed using SPSS and AMOS, with normality assessment and exploratory factor analysis employed for inferential analysis. Findings: Exploratory factor analysis supported an eight-dimensional structure encompassing influencer characteristics, influencer responsibilities, prerequisites for co-creation, co-creation components, implementation of co-creation, co-creation methods and tools, benefits of value co-creation, and co-creation outcomes. Factor loadings across the eight dimensions were acceptable, and all extracted communalities exceeded 0.50. The explained variance of the identified dimensions generally ranged from approximately 56% to 70%, indicating satisfactory factorial validity. Collectively, the inferential results supported the relevance of all eight dimensions to strengthening customer value co-creation within the context of influencer marketing. Conclusion: Influencer marketing can facilitate customer value co-creation through the appropriate selection of influencers, stronger customer interaction, suitable communication infrastructures, participatory methods and tools, and systematic management of relationships among customers, influencers, and producers. Businesses may therefore enhance customer participation, loyalty, and jointly created value by developing coherent and sustained influencer marketing strategies.
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Copyright (c) 1404 Raman Aso Ali Sabunchi, Reza Shafei, Hiresh Soltanpanah (Author)
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