In marketing, personalization is the action of designing and producing in ways that resonate
with customer preferences. Content and products that are personalized according to …

Conversational agents (CAs) are software-based systems designed to interact with humans
using natural language and have attracted considerable research interest in recent years …

Since the appearance of the first banner ad, online advertising has evolved significantly and
now accounts for a substantial portion of all advertising spending. As online advertising tools …

Purpose This paper aims to provide a better understanding of negative consumer–brand
relationships in social-media-based anti-brand communities from a consumer culture theory …

Anthropomorphism and construal level theories provide the bases for two studies showing
that when nonprofit charity marketers design artificial intelligence (AI) agents to resemble …

This study explores how consumers cope with a computer technology-driven persuasion
tactic called online behavioral advertising (OBA). By tracking consumers' online behaviors …

Anthropomorphism, or imbuing nonhuman entities with human traits, is widely prevalent in
the marketplace. The last decade of consumer research demonstrates that when imbued …

One reflection of the digital age is creating personalised experiences in different ways by
collecting and processing personal level information about individuals. Understanding and …

Given increased branding competition in the hotel industry, it is imperative to explore the
importance of marketing communications in generating desirable customer responses …

Nowadays, many retailers use personalization in advertising to increase customers'
awareness and interest in their offers. Product recommendations are a common form of …