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How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side

Published Online: 2024-05-04

Published Print: 2024-11

Authors

Shao, Zhucheng

Ho, Jessica Sze Yin

Tan, Garry Wei-Han

Ooi, Keng-Boon

Sarker, Prianka

Dwivedi, Yogesh K.
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Text and Data Mining valid from 2024-05-04

Version of Record valid from 2024-05-04
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Article History

Revised: 14 February 2024

Accepted: 9 April 2024

First Online: 4 May 2024

Declarations

:

: The authors declared that they no conflict of interest.

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