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Keywords: Cultural-intermediary
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Journal Articles
Journal:
International Marketing Review
International Marketing Review 1–20.
Published: 28 April 2026
...Colin Campbell; Sean Sands; Alexis Mavrommatis Purpose This paper examines how generative artificial intelligence (GenAI) is transforming cross-cultural consumer engagement by reshaping how people encounter, learn and perform culture. We conceptualize GenAI as a cultural intermediary that enables...
