Emotional tug of virtual live streamers: exploring the psychological mechanism between interactions and customer emotional attachment
With the continuous innovation in artificial intelligence technology, virtual live streamers are increasingly becoming crucial tools for brands in interactive marketing. However, research on how virtual live streamers drive the enhancement of consumer emotional attachment remains underdeveloped....
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| Format: | Thesis-Master by Coursework |
| Language: | English |
| Published: |
Nanyang Technological University
2025
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| Online Access: | https://hdl.handle.net/10356/182834 |
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| Institution: | Nanyang Technological University |
| Language: | English |