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Keywords: Personal data
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing 1–16.
Published: 01 June 2026
...Imane Ezzaouia Purpose This paper aims to extend the privacy calculus model to explain consumers’ intention to disclose personal data in artificial intelligence ( AI )-driven digital marketing environments. It investigates how AI-specific benefits and risks, mediated by trust, shape consumers...
