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Keywords: Anthropomorphism,
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (9): 2199–2243.
Published: 01 October 2025
... advantage. Anthropomorphism produces different effects across use contexts in B2C market, requiring calibrated design approaches rather than uniform implementation. Research limitations/implications Longitudinal research examining VAI’s influence on business value, customer acquisition and retention...
Includes: Supplementary data
