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Keywords: Consumer resistance
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Journal Articles
Spanish Journal of Marketing - ESIC (2026) 30 (3): 329–349.
Published: 27 May 2025
...Ahmed Taher Esawe Purpose This study aims to investigate the effects of functional and psychological barriers on consumer resistance to adopting AI-powered conversational agents (AICAs) in financial services and their implications for negative word-of-mouth (NWOM). Design/methodology/approach...

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