Titlebook: Advances in Digital Marketing and eCommerce; Fifth International Francisco J. Martínez-López,Luis F. Martinez,Phili Conference proceedings

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https://doi.org/10.1007/978-3-642-96310-0y may not fully accept personalised recommendations from this GAI and still prefer human contact in their shopping experience. This study therefore allows to gain more understanding of how consumers react to the use of GAI, providing certain valuable insights to marketing managers implementing GAI p

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,Somato-viscerale Sensibilität, from a marketers’ perspective, simultaneously considering two of the most popular social platforms in the world that still need to be deeply studied. Finally, the results provide valuable guidelines for managers engaged in anthropomorphization strategies on social media.

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https://doi.org/10.1007/978-3-662-40073-9phones for shopping, trust plays a bigger role on attitude in mobile shopping. Similarly, perceived usefulness is more relevant for attitude when using voice assistants instead of chatbots. The empirical results also reveal differences across demographic categories.

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