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

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Chunlin Yuan, Kyunghoon Kim, Hakil Moon, Shuman Wang

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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

AI-based digital shopping assistantparasocial brand experiencebrand equitysocial commerce

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)

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