Study on a Mediation Model of New Brands Entering Competitive Markets Through to the Experience Sharing, Skill Teaching, and Value Perception

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Author(s): Liu Xinyu (Universidade Católica Portuguesa, Portugal)and Liu Minghui (Guangzhou College of Technology and Business, China)
Copyright: 2023
Pages: 25
Source title: The Role of Brands in an Era of Over-Information
Source Author(s)/Editor(s): Ricardo Fontes Correia (Polytechnic Institute of Bragança, Portugal), Dominyka Venciūtė (ISM University of Management and Economics, Lithuania)and Bruno Miguel Sousa (Polytechnic Institute of Cávado and Ave, Portugal)
DOI: 10.4018/978-1-6684-8351-0.ch007

Keywords: Business Science Reference / Marketing and Consumer Behavior / Media & Communications / Social Networking

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Abstract

The rapid growing of social media has created many live-influencers and playing an important role to leading consumer for new brand cognition in competitive market. This chapter examines the influence factors of experience sharing, skill teaching and value perception by live-influencer for a new brand enter into a competitive market. The result shows that the live-influencer's experience sharing (H1a), skill teaching (H1b), and value perception (H1c) are positive influences to customer loyalty; the live-influencer are negative influences to consumer brand satisfaction (H2); the live-influencer's customer loyalty are positive influences to consumer brand satisfaction (H3), which indicates that the live-influencer become a new mediation model and playing important role for new brand in consumer loyalty and consumer satisfaction.

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Study on a Mediation Model of New Brands Entering Competitive Markets Through to the Experience Sharing, Skill Teaching, and Value Perception

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