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Keywords: Artificial intelligence
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Journal Articles
Cracking the code: how can AI-generated advertising be effective? Empirical evidence on the antecedents and consequences of advertising value
Available to Purchase
Journal:
European Business Review
European Business Review (2026) 38 (2): 224–243.
Published: 07 November 2025
...Manel Hamouda; Aroua Aissaoui Purpose As an extension to Ducoffe’s model on advertising value (1995, 1996), this study aims to examine the roles of factors such as informativeness, entertainment, irritation, credibility and perceived creativity as antecedents of artificial intelligence ( AI...
