...Rishika Bhojwani; Justin Paul; Rajesh Srivastava Purpose This study investigates the influence of Artificial Intelligence ( AI ) features on consumers’ buying behavior for electronic products, with a specific focus on consumer trust, decision-making ease, and purchase intention. Design...

...Maria DSouza Deryl; Sanjeev Verma; Vartika Srivastava; Justin Paul Purpose Artificial Intelligence (AI) is playing a transformative role in branding, bolstering competitive advantages, and enhancing consumer-brand relationships. As organisations embrace AI, interactive branding is reshaping value...

... 2025 02 10 2025 05 10 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Artificial intelligence Recommender system AI assistant Affordance theory Uses and gratification theory Consumer expertise Serendipity Hong Kong...

...Yimin Zhu; Jiaming Liang; Jiemin Zhang Purpose As artificial intelligence (AI) becomes an increasingly prevalent social agent in consumers' lives, instances of unethical consumer behaviour towards it are emerging. This study investigates how perceiving AI as lacking responsibility reduces...

... marketing Virtual influencers Social media Artificial intelligence Systematic literature review Virtual influencers (VIs)—defined as computer-generated personas with a social media presence (Arsenyan and Mirowska, 2021)—have rapidly emerged as influential actors in interactive marketing. Powered...

...Hien Thu Bui Purpose The integration of artificial intelligence (AI) into advertising has revolutionized how brands create and deliver marketing messages. The involvement of AI in ad creation introduces a critical question: if the AI origin of an advertisement is disclosed, how this transparency...

...Ting Guo; Qionglin Wu; Fengyan Cai Purpose Will consumers with privacy concerns always hesitate to adopt artificial intelligence (AI) products? Previous research, which has primarily focused on informational privacy, has not explored this issue from a psychological perspective. Moreover, do...

... recovery satisfaction Artificial intelligence Anthropomorphism Immediate compensation Delayed compensation Service failure Service recovery – the set of strategies organizations use to address service failures – is essential for maintaining consumer trust and loyalty, especially in an era...

...Alexis Yim; Luke Liska; Yumei Mu; Maneesh Thakkar Purpose This study investigates the effectiveness of artificial intelligence (AI)-generated spokespersons in advertising compared to human counterparts, addressing a critical gap in marketing research as generative AI becomes more prevalent...

... stickiness through affinity. Artificial intelligence Chatbots Chatbot affordances Smart experience Affinity Stickiness Artificial intelligence (AI) chatbots have recently witnessed exponential growth in interactive marketing, particularly in online customer service (Chung et al...

... in interactive marketing. By focusing on perceptions, this study offers deeper insights from social media sentiment analysis that can refine marketing campaigns and enhance consumer engagement with emerging technologies in the digital landscape. Chatbot Natural language processing Artificial intelligence...

... 2024 22 03 2024 17 05 2024 17 05 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Artificial intelligence CUI Form realism Behavioral realism Cognitive trust Entertainment In the digital age, modern enterprises...

... additional ones that were cited in those journals that were not on the initial list. Findings Our review uncovered eight key content areas: (1) data sources, methodology and scale development; (2) emergent SM technologies; (3) artificial intelligence; (4) virtual reality; (5) sales and sales management...

... that delineates the privacy issues companies should pay attention to in artificial intelligence (AI)-fueled social media environments. Design/methodology/approach The authors review literature on privacy issues in social media and AI in the academic and practitioner literatures. Based on the review, arguments...

...Werner H. Kunz; Jochen Wirtz Purpose Despite all the recent achievements in the field of interactive marketing and artificial intelligence (AI), it is important to consider the ethical implications of these technologies. This paper explains the concept of corporate digital responsibility (CDR...

...Eric L. Swan; James W. Peltier; Andrew J. Dahl Purpose Digital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare. This study aims to understand patient perceptions of AI and its...

...Alexis Yim; Annie Peng Cui; Michael Walsh Purpose This paper identifies the effects of different dimensions of the cuteness (i.e. baby schema cuteness and whimsical cuteness) of artificial intelligence (AI) agents on attachment to them. In addition, the current paper examines the consequences...

...Alberto Lopez; Ricardo Garza Purpose Will consumers accept artificial intelligence (AI) products that evaluate them? New consumer products offer AI evaluations. However, previous research has never investigated how consumers feel about being evaluated by AI instead of by a human. Furthermore, why...

...Ai-Zhong He; Yu Zhang Purpose Various consumer-facing artificial intelligence (AI) applications are used to interact with consumers at all purchase stages, and related research has sharply increased. This study aims to synthesize the literature related to consumer–AI interaction using the customer...

...Youjiang Gao; Hongfei Liu Purpose Artificial intelligence (AI) technology has revolutionized customers' interactive marketing experience. Although there have been a substantial number of studies exploring the application of AI in interactive marketing, personalization as an important concept...