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Keywords: Virtual agent hate
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2026) 40 (5): 643–658.
Published: 12 January 2026
...Rania B. Mostafa; Bilge Aykol; İlayda İpek Purpose This paper aims to examine the outcomes of consumers’ perceptions of value destruction resulting from interaction with virtual agents. Specifically, outcomes such as consumer outrage, virtual agent hate, reduction in the share of wallet and desire...
