Jinhee Seo, Seunghoo Lee, Kyra Newcombe, Doyle Yoon
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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, a...
期刊介绍：
The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.
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