1. Saurabh, J., & Dinesh, J. (2025). Star wars: customer loyalty for YouTube stars through service innovation and value co-creation. Service Business, 19(1), 9. (ABDC– B, AJG– 1)

Published Research

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.

• International Journal of Consumer Studies

  Submitted: 25 April 2023

  Rejected With Comments: 23 Sept 2023

Publication Timeline

• Service Business

  Submission 1: 07 June 2024

  Rejected With Comments: 12 June 2024

  Submission 2: 25 June 2024

  Review Received: 24 Sept 2024

  Revision Submitted: 20 Dec 2024

  Accepted: 24 Jan 2025

  Published Online: 12 Feb 2025