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Keywords: Digital assistants
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Journal Articles
Daniel K. Maduku, Nripendra P. Rana, Mercy Mpinganjira, Philile Thusi, Njabulo Happy-Boy Mkhize, Aobakwe Ledikwe
Asia Pacific Journal of Marketing and Logistics (2024) 36 (11): 2849–2868.
Published: 08 May 2024
... interfaces that leverage existing mental models and mimic natural social interactions (Klein et al., 2017). AI-powered digital assistants exemplify these expanded capabilities, enabling media agents with broader social affordances. Therefore, social affordance is crucial for understanding consumer...
