The Right Match, The Right Connection: Understanding Consumer Preferences in Influencer Collaboration Products

Abstract

Influencer marketing has rapidly evolved, making brand-influencer collaboration products a crucial marketing strategy. This study investigated how consumers form preferences for these products, specifically examining the direct effects of perceived functional and emotional value on product preference. These values are particularly pertinent for Mukbang influencer collaboration products due to their unique ability to integrate both practical product showcasing and emotional connection. It also explored the moderating roles of 'influencer-product fit' and 'consumer intimacy with the influencer' in these relationships. The research found that both perceived functional and emotional value positively impacted preference for collaboration products. Furthermore, influencer-product fit strengthened the positive effect of perceived functional value on product preference. Similarly, consumer intimacy with the influencer reinforced the positive influence of perceived emotional value on product preference. These findings offer strategic implications for enhancing the success of influencer collaboration products. By revealing that different influencer-related factors (fit or intimacy) maximize effects depending on the type of perceived value (functional or emotional), this study helps companies and influencers establish more sophisticated and effective collaboration strategies. This indicates a need for a differentiated approach: emphasizing cognitive congruence (fit) when highlighting functional aspects, and strengthening emotional connection (intimacy) when appealing to emotional experience. Ultimately, these insights can guide marketers in developing more effective strategies for successful influencer collaborations.