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Keywords: Generative AI
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2026) 43 (5): 1232–1259.
Published: 22 June 2026
...Aman Kumar; Amit Shankar; Abhishek Behl; Justin Zuopeng Zhang Purpose The study examines the effect of reasons (for and against) influencing the integration of generative AI in international firms. The study also examines how integrating generative AI influences organizational performance...
Journal Articles
Journal:
International Marketing Review
International Marketing Review 1–20.
Published: 28 April 2026
... to full attribution to the original publication and authors. The full terms of this licence may be seen at Link to the terms of the CC BY 4.0 licence . Paradoxes Generative AI Acculturation Cultural-intermediary An American tourist in Berlin slips in a pair of Apple’s new translating...
Journal Articles
Journal:
International Marketing Review
International Marketing Review (2025) 42 (4): 527–555.
Published: 19 November 2024
... Limited Licensed re-use rights only Digital human avatars Global digital marketing strategy International dynamic marketing capabilities Digital transformation Generative AI Absorptive capacity The advancement of AI systems, cloud computing, computer power, big data, and other smart...
