The advancement of artificial intelligence (AI) technology and its applications has drastically
transformed consumer behavior (CB). As consumers interact with these applications on …

Virtual influencers, generated on the computer, are changing the advertising industry. More
and more brands utilize virtual instead of human influencers as endorsers for their marketing …

The utilization of chatbots has grown in popularity in recent years, leading to an increasing
interest among academics and practitioners. This study investigates the effect of chatbot …

Today's competitive world uses different marketing opportunities to achieve business goals.
Customer experience is a core component in marketing studies; firms need to create strong …

As brands increasingly integrate artificial intelligence (AI)-enabled automation as part of
their communication efforts, marketers have employed social media brand chatbots to …

Few studies have explored the use of artificial intelligence-enabled (AI-enabled) large
language models (LLMs). This research addresses this knowledge gap. It investigates …

In an investigation of social media ad endorsers' successful effects, this study examines
congruity effects between endorser type (celebrity vs. social media influencer [SMI]) …

The ever-changing media environment brought on by the constant advent of new
technologies requires advertising scholars to stay nimble, updating and innovating research …

Though artificial intelligence (AI) recommendation is a hot topic in recent marketing
research, previous research has shown a convergent tendency for aversion to AI …

Fear of artificial intelligence (AI) has become a predominant term in users' perceptions of
emerging AI technologies. Yet we have limited knowledge about how end users perceive …