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

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.