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Keywords: Brand familiarity
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Journal Articles
Journal:
Internet Research
Internet Research (2025) 35 (3): 1406–1426.
Published: 01 October 2024
... and online brand engagement is moderated by brand familiarity. Importantly, perceived sincerity only mediates this effect for unfamiliar brands, not familiar ones. Practical implications This study provides key insights for managers using AI to promote CSR initiatives. While AI can save time and budget...
