Vol. 3 No. 5 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)-STEMM Institute Press

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Vol. 3 No. 5 (JBM 2026)

Perceived AI Virtual Streamer Expertise and Consumer Purchase Intention: The Mediating Role of Swift Trust and the Moderating Role of Platform Reputation

Jie Yang1,*, Mu He2,

DOI: https://doi.org/10.62517/jbm.202609501

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