Bots vs. humans : how schema congruity, contingency-based interactivity and sympathy influence consumer perceptions and patronage intentions
Year of publication: |
2022
|
---|---|
Authors: | Lou, Chen ; Kang, Hyunjin ; Tse, Caleb H. |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 4, p. 655-684
|
Subject: | AI | Brand communication | competence | interactivity | schema congruity | sympathy | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management |
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