... 2025 15 03 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Artificial intelligence Privacy concern Social interaction Robot Service strategy Artificial intelligence (AI) introduces several risks and challenges, with privacy...

... 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...

... theory Transfer of meaning theory Social identity theory Business models Social media Social interaction Self-expression Brand community identification Customer–customer relationships Consumer-brand identification Social network brand identification Social media marketing Virtual communities...