KOREASCHOLAR

HOW PARASOCIAL BRAND EXPERIENCE AFFECTS BRAND EQUITY IN SOCIAL COMMERCE: THE ROLE OF AI-BASED DIGITAL SHOPPING ASSISTANT

Chunlin Yuan, Kyunghoon Kim, Hakil Moon, Shuman Wang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400752
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
p.233
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
AI-based digital shopping assistantParasocial brand experienceBrand equitySocial commerce
Author
  • Chunlin Yuan(Institute of Enterprise Strategic Management, Henan University, China)
  • Kyunghoon Kim(Changwon National University, Republic of Korea)
  • Hakil Moon(Eastern Michigan University, USA)
  • Shuman Wang(Business School of Henan University, China)