The purpose of this study was to examine the existence of (IGI) between two successive generations for their brands preferences in Pakistan. A sample of 80 mother-daughter dyads, and 80 father-son dyad was selected each (Total respondents = 320). The frequency count of agreements for 17 product...

The emergence of ChatGPT in the broader field of generative artificial intelligence (AI) has sparked scholarly discourse on its utilization in various disciplines. Yet, a significant void exists in our understanding of the dynamics of consumer engagement with content creators producing...