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

Customer SatisfactionDigital MarketingConsumer StudyConsumer ResearchDouble-edged SwordCommunicationOnline Customer BehaviorBuying BehaviorConsumer EngagementSocial MediaProtective BufferMedia EffectsManagementConsumer BehaviorConsumer IssueConsumer Decision MakingPurchase IntentionMarketingInteractive MarketingLive Streaming CommerceArts