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Keywords: Gen Z
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–31.
Published: 26 December 2025
...Ons Baati; Nadia Sfar; Mariem Sboui Purpose Drawing on the technology acceptance model (TAM), this article aims to examine the effect of familiarity with telecommunication chatbot on initial trust and customer experience among Gen Z. Design/methodology/approach The study is based on online...
