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Keywords: Authenticity
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2026) 40 (10): 87–112.
Published: 23 June 2026
...Diem-Trang Vo; Duy Dang-Pham; Ai-Phuong Hoang; Long Thang Van Nguyen Purpose Artificial intelligence ( AI )-powered service apps are widely adopted but raise critical authenticity concerns, particularly as human-facing AI increasingly simulates social presence and care. This study aims...
Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2023) 37 (5): 549–562.
Published: 11 October 2022
... between-subjects experimental design: server sex (male vs female) and flirting type (authentic vs fake). Study 1 scenarios explored positive customer outcomes (i.e. loyalty and tip size). Study 2 applied the same research design, presenting participants (N = 404) scenarios relating to negative...
