Research On Brand Value Co-creation Effects Of Online Influencer Released Videos

In recent years,the influencer economy has developed rapidly,with the scope expanding and influence being continuously strengthened.The prosperity of influencer economy has brought about various influencer publishing content forms and audience interaction methods.Existing influencer related researches pay less attention to the new video form of the red and black list video which includes both the red list of recommended brands and the black list of unfavorable brands and related forms of interaction between influencers and audience.Therefore,based on the fear appeal theory and para-social interaction theory,this article studies how the audience’s trust in the influencer influences his loyalty to the brand in the video,the loyalty of the influencer,and the mediating role of the value co-creation practices in these relationships.Moreover,this paper also studies the moderating effect of brand attitudes on the relationship between influencer trustworthiness and value co-creation practices.This study examined the questionnaire through an online survey in the red and black list video review area on the Bilibili platform and then conducted in-depth interviews with students who were invited to watch videos.With conditional process model 4 and model 7 analysis,this study finds that value co-creation practices mediate the relationships between influencer trustworthiness and red-list brand loyalty,black-list brand loyalty and influencer loyalty.Additionally,red-list brand attitude has a moderating effect on the relationships between influencer trustworthiness and all dimensions of value co-creation practices,while black-list brand attitude only moderates the relationships between influencer trustworthiness and two dimensions of value co-creation practices.As a result,online influencers are recommended to select more popular brands as red list brands.