How Nano-Influencers Citizenship Behavior Affect Their Stickiness to the Social Commerce Platform? The Roles of Perceived Value

With the increasing significance of Nano-influencer in social commerce, their citizenship behaviors have become crucial in shaping perceptions of value. To investigate the relationship between Nano-influencers citizenship behavior (NICB), perceived value, and their stickiness to the social commerce platform (SCP), this study employs a multi-dimension approach. The data was collected from 393 Nano-influencers in China who have formed partnerships with at least one SCP, and analyzed by Smart-PLS software. The findings suggest that there is a positive correlation between NICB and perceived value, and that NICB directly impacts nano-influencers’ stickiness to the SCP. In addition, Nano-influencers stickiness to the SCP is directly influenced by both utilitarian and emotional value, and these factors partially explain the relationship between NICB and stickiness to the SCP. However, social value and epistemic values do not have an impact on stickiness to the SCP, nor do they mediate the relationship between NICB and stickiness to the SCP. The study's conclusions advance our understanding of NICB and provide business professionals with practical marketing strategies that optimize Nano-influencers value.   Keywords: Nano-influencers citizenship behavior, utilitarian value, emotional value, social value, epistemic value, Stickiness to the Social Commerce Platform