Study on a mediation model of new brands entering competitive markets through to the experience sharing, skill teaching, and value perception

Liu Xinyu; Liu Minghui

doi:10.4018/978-1-6684-8351-0.ch007

Study on a mediation model of new brands entering competitive markets through to the experience sharing, skill teaching, and value perception

Liu Xinyu^*, Liu Minghui

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

The rapid growing of social media has created many live-influencers andplaying 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.

Original language	English
Title of host publication	The role of brands in an era of over-information
Editors	Ricardo Fontes Correia, Dominyka Venciūtė, Bruno Miguel Sousa
Publisher	IGI Global Publishing
Pages	146-170
Number of pages	25
ISBN (Electronic)	9781668483534
ISBN (Print)	9781668483510
DOIs	https://doi.org/10.4018/978-1-6684-8351-0.ch007
Publication status	Published - 14 Aug 2023

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10.4018/978-1-6684-8351-0.ch007

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title = "Study on a mediation model of new brands entering competitive markets through to the experience sharing, skill teaching, and value perception",

abstract = "The rapid growing of social media has created many live-influencers andplaying 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.",

author = "Liu Xinyu and Liu Minghui",

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doi = "10.4018/978-1-6684-8351-0.ch007",

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editor = "Correia, {Ricardo Fontes} and Dominyka Venciūtė and Sousa, {Bruno Miguel}",

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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. / Xinyu, Liu; Minghui, Liu.
The role of brands in an era of over-information. ed. / Ricardo Fontes Correia; Dominyka Venciūtė; Bruno Miguel Sousa. IGI Global Publishing, 2023. p. 146-170.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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AU - Minghui, Liu

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AB - The rapid growing of social media has created many live-influencers andplaying 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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A2 - Venciūtė, Dominyka

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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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