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

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Şəkərəliyeva Z., Quliyeva Ş.

Strategic Business Research, pp.1-17, 2026 (Peer-Reviewed Journal)

• Publication Type: Article / Article
• Publication Date: 2026
• Doi Number: 10.1016/j.sbr.2026.100140
• Journal Name: Strategic Business Research
• Page Numbers: pp.1-17
• Azerbaijan State University of Economics (UNEC) Affiliated: Yes