Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks
Article in Journal of Retailing and Consumer Services (July 2024)
The most recent citing publications are shown below. View all 4 publications that cite this research output on Dimensions.
Article in Journal of Retailing and Consumer Services (July 2024)
Book chapter (June 2024)
Article in Psychology and Marketing (May 2024)