Work

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

Year: 2024

Type: article

Source: Journal of Retailing and Consumer Services

DOI: 10.1016/j.jretconser.2024.103899

Authors: Jifei Xie, Haoyu Wu, Kexi Liu, Yunce Cui, Xiaofei Zhang

Institution: Northeastern University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4396785703

FWCI: 34.68

Cites: 77

Cited by: 48

Related to: 10