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Journal Articles

Exploring customer stickiness during “smart” experiences: a study on AI chatbot affinity in online customer services

Open Access
Muhammad Ashfaq, Marian Makkar, Ai-Phuong Hoang, Duy Dang-Pham, Mai Hoang Thi Do, Anh T.V. Nguyen
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2026) 20 (1): 141–160.
https://doi.org/10.1108/JRIM-09-2024-0452
Published: 06 March 2025
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Journal Articles

Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature

Available to Purchase
Diem-Trang Vo, Nguyen Quynh Mai, Long TV Nguyen, Nguyen Hoang Thuan, Duy Dang-Pham, Ai-Phuong Hoang
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2024) 18 (3): 463–484.
https://doi.org/10.1108/JRIM-02-2023-0042
Published: 05 October 2023
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Includes: Supplementary data
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