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Keywords: Chatbot cultural understanding
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Journal Articles
Journal:
International Marketing Review
International Marketing Review 1–26.
Published: 29 September 2026
...Muhammad Waqas; Muhammad Ali Khan; Giampaolo Viglia; Muhammad Adnan Waseem Purpose This study investigates how chatbot cultural understanding shapes consumer responses in online retail, focusing on perceived brand localness, consumer–brand identification and value co-creation behaviors. Guided...
