Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks

作者：Jifei Xie, Haoyu Wu, Kexi Liu, Yunce Cui, Xiaofei Zhang · 发表于：Journal of Retailing and Consumer Services · 年份：2024 · DOI：10.1016/j.jretconser.2024.103899 · 被引用次数：46 · 研究领域：Consumer Behavior in Brand Consumption and Identification、Customer Service Quality and Loyalty、Digital Marketing and Social Media