... Publishing Limited Licensed re-use rights only AI disclosure Brand loyalty Perceived relational investment Social media marketing Consumer-brand relationship Shanghai Educational Science Research Project C2025059 AI has been increasingly spotted on social media platforms...

...Jiaxun He; Jingyi Hu; Fan Zhang Purpose The emergence and rapid expansion of social media platforms have transformed the dynamics of consumer–brand communication. While consumer–brand relationship is driven on marketing campaigns in regular manner, social media (e.g. WeChat groups) creates...

... are more likely to facilitate the consumer–brand relationship (CBR) process than transactional functions. This study provides managerial support for using an avatar with social communication capabilities. Originality/value As social interaction becomes more expected by consumers in the current media...