Between Machine and Human: How Chatbot Identity Framing Shapes Consumer Trust, Comfort, and Brand Loyalty

Strategic Business Research 2026

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Authors: Muhammad Mahad Umair, Shafa Guliyeva, Zibeyda Shakaraliyeva

DOI: 10.1016/j.sbr.2026.100140

Cited by: 1

References: 42

Fields of Study & Subjects

AI in Service Interactions Social Robot Interaction and HRI Ethics and Social Impacts of AI

References 42