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Keywords: Entertainment
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Journal Articles
Journal of Research in Interactive Marketing (2025) 19 (1): 132–157.
Published: 13 June 2024
... influence consumers' intentions to use the technology. Design/methodology/approach This research introduces five key concepts framed through the “computers-are-social-actors” (CASA) paradigm: form realism (FR), behavioral realism (BR), cognitive trust (CT), entertainment (EM) and chatbot usage intention...
Journal Articles
Journal of Research in Interactive Marketing (2012) 6 (3): 164–179.
Published: 17 August 2012
... advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television). Research limitations/implications In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment...
