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Keywords: Marketing efforts
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Journal Articles
Journal of Enterprise Information Management 1–29.
Published: 10 March 2026
...-related perceptions (Appel et al., 2020). Previous studies in the literature have examined the effects of artificial intelligence marketing efforts on consumers (Armutcu et al., 2024 ; Chow et al., 2025), but have particularly overlooked the effects of AI-powered chatbot...
