...Yitong Wang; Kudzai Sauka; Frederik Bungaran Ishak Situmeang Purpose This study aims to investigate the impact of Generative AI (GAI)-produced marketing communication on consumer trust and behavioural intentions, particularly purchase intention. This study explores how GAI’s anthropomorphism...

... that anthropomorphic characteristics of generative AI-enabled chatbots are positively associated with perceived competence. Moreover, the findings show that the perceived competence and warmth of generative AI-enabled chatbots are significantly associated with perceived authenticity. Furthermore, the results highlight...