How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side

Zhucheng Shao^a, Jessica Sze Yin Ho^a, Garry Wei‐Han Tan^{b c d}, Keng‐Boon Ooi^{b d e f}, Prianka Sarker^g, Yogesh Kumar Dwivedi^{h i}✉

1. ^aSchool of Social Sciences, Edinburgh Business School, Heriot-Watt University Malaysia, Putrajaya, Malaysia
2. ^bCentre for Business Informatics and Industrial Management (CBIIM), UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia
3. ^cDepartment of Marketing, The University of Jordan, Amman, Jordan
4. ^dSchool of Business, Faculty of Business, Design, and Arts, Swinburne University of Technology Sarawak Campus, Kuching, Malaysia
5. ^eCollege of Management, Chang Jung Christian University, Tainan, Taiwan
6. ^fFORE School of Management, New Delhi, India
7. ^gDepartment of Marketing Retail and Tourism, Manchester Metropolitan University, Manchester, UK
8. ^hDigital Futures for Sustainable Business & Society Research Group, School of Management, Swansea University – Bay Campus, Swansea, UK
9. ⁱSymbiosis International (Deemed University), Pune, Maharashtra, India
10. ✉Corresponding author