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Keywords: Content creator
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2025) 39 (10): 54–72.
Published: 09 April 2025
... the effects of AI-generated, human-generated and hybrid-generated EDC on consumer engagement, brand attitude and advocacy intention. Findings Study 1 demonstrates that while the type of content creator does not significantly affect perceived content quality, it significantly influences consumer engagement...
