As AI-powered personalized advertising becomes increasingly prevalent in the digital marketplace, understanding its influence on consumer purchase intention is essential. This study investigates the impact of perceived personalization on purchase intention, with a particular focus on the...

While the capability of generative AI to generate high-quality content is well-recognized, there is still a lack of in-depth research on its actual impact on marketing effectiveness within real-world marketing environments. This study addresses this gap by conducting experiments to examine the...

This study aims to examine the influence of Brand Anthropomorphism on Conversational Value and Attitude Towards Communication (relevance) of Gen Y and Gen Z consumers in the context of the COVID-19 pandemic. The study considered interactive marketing strategies used by premium auto brands on...

This article compares the goals and outcomes of industry- and activist-led efforts that leverage advertisers to influence platform content moderation, and considers how these efforts fare as governments intervene more strongly in platform governance. It draws on contemporary documents and...