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

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  • URLhttps://db.koreascholar.com/Article/Detail/400752
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
저자
  • 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)