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Keywords: Background music consistency
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–20.
Published: 17 July 2026
... perceived authenticity for human streamers, but neither perceived authenticity nor perceived warmth mediates this effect for AI streamers. Instead, the dialect operates through feeling of groundedness (n = 312). Study 3 confirmed the moderating effect of background music consistency (n...
Includes: Supplementary data
