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Keywords: Consumer behaviour intention
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (4): 512–536.
Published: 06 May 2025
... of transparency. Originality/value Few studies have comprehensively explored the impact and mechanisms of GAI on multi-faceted consumer behaviour intentions. This study provides new insights and findings on applying anthropomorphic GAI in marketing communication. Yitong Wang can be contacted...
