How nano-influencers citizenship behavior affect their stickiness to the social commerce platform? The roles of perceived value

Nano-influencers, defined as Social Media Influencers (SMIs) with fewer than 1000 followers, occupy a unique position in social commerce, attributable to their remarkably high levels of audience engagement. This study explores their citizenship behaviors and its impact on shaping perceptions of value. To investigate the relationship between Nano-influencers’ Citizenship Behavior (NICB), perceived value, and their stickiness to the social commerce platform (SCP), this study employs a multi-dimension approach. Data were collected from 393 nano-influencers in China who had formed partnerships with at least one SCP. Analysis was conducted via Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings suggest a positive effect between NICB and perceived value, and that NICB directly impacts nano-influencers’ stickiness to the SCP. In addition, nano-influencers’ stickiness to the SCP is directly influenced by both utilitarian and emotional value, and these factors partially explain the relationship between NICB and stickiness to the SCP. However, social value and epistemic values do not have an impact on stickiness to the SCP, nor do they mediate the relationship between NICB and stickiness to the SCP. The study enhances the theoretical understanding of nano-influencers’ impacts on social commerce platforms (SCPs) by utilizing value co-creation theory to elucidate the mechanisms influencing SCP stickiness. Additionally, it provides practical insights for industry professionals aiming to augment nano-influencer engagement and loyalty through carefully designed strategic initiatives.