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Star wars: customer loyalty for YouTube stars through service innovation and value co-creation

Author

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  • Jain Saurabh

    (Entrepreneurship Development Institute of India)

  • Jain Dinesh

    (Entrepreneurship Development Institute of India
    Indian Institute of Plantation Management)

Abstract

Social media influencers (contentpreneurs) are key drivers in the thriving influencer marketing industry. YouTube contentpreneurs attract loyal subscribers to become YouTube stars. The present study proposes a model and examines how the perceptions of service innovation and value co-creation influence YouTube subscribers’ loyalty. The analysis of data collected from 399 subscribers has revealed that subscriber loyalty is achieved only in the presence of customer value co-creation behavior, which is influenced by service innovation characteristics (perceived novelty, value, and relative advantage) of the content. The study findings have both theoretical and practical implications for researchers and contentpreneurs.

Suggested Citation

  • Jain Saurabh & Jain Dinesh, 2025. "Star wars: customer loyalty for YouTube stars through service innovation and value co-creation," Service Business, Springer;Pan-Pacific Business Association, vol. 19(1), pages 1-27, March.
    • Handle: RePEc:spr:svcbiz:v:19:y:2025:i:1:d:10.1007_s11628-025-00582-6
    DOI: 10.1007/s11628-025-00582-6
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