Purpose: As traditional advertising gives way to customer-centric strategies such as content marketing (CM), this study aims to explore its impact on customer loyalty (CL) in the digital banking sector, focusing on online engagement and switching costs (SCs), while addressing the research gap in...

This study focuses on the role of AI chatbots in facilitating co-creation between brands and consumers and explores user's attitudes and perceptions toward AI stylists/chatbots. This study discusses the process of artificial intelligence stylist/chatbot consideration from the beginning of...

Frame of the research: As customer experience becomes increasingly central to brand differentiation and digitalization reshapes retail, brands must engage consumers across both physical and digital channels. This convergence has accelerated the need for 'phygital' strategies-integrated...