Publication | Closed Access
A protective buffer or a double-edged sword? Investigating the effect of “parasocial guanxi” on consumers’ complaint intention in live streaming commerce
18
Citations
88
References
2023
Year
Customer SatisfactionDigital MarketingConsumer StudyConsumer ResearchDouble-edged SwordCommunicationOnline Customer BehaviorBuying BehaviorConsumer EngagementSocial MediaProtective BufferMedia EffectsManagementConsumer BehaviorConsumer IssueConsumer Decision MakingPurchase IntentionMarketingInteractive MarketingLive Streaming CommerceArts
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