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Cracking the code: how can AI-generated advertising be effective? Empirical evidence on the antecedents and consequences of advertising value

Manel Hamouda, Aroua Aissaoui

European Business Review (2026) 38 (2): 224–243.

https://doi.org/10.1108/EBR-06-2025-0214

Published: 07 November 2025

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