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Keywords: Consumer happiness
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Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (5): 794–812.
Published: 14 April 2023
...Jennifer Huh; Hye-Young Kim; Garim Lee Purpose This study examines how the locus of agency of brands' artificial intelligence (AI)–powered voice assistants (VAs) could lead to brand loyalty through perceived control, flow and consumer happiness under the moderating influences of brand image...
