INVESTIGATING THE ROLE OF IMPROVISED REAL-TIME MARKETING ON CUSTOMER LOYALTY: THE MODERATING ROLE OF AI DISCLOSURE - koreascholar

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INVESTIGATING THE ROLE OF IMPROVISED REAL-TIME MARKETING ON CUSTOMER LOYALTY: THE MODERATING ROLE OF AI DISCLOSURE

Chunlin Yuan, Yajing Yin, Shuman Wang, Tiaojiao Wang, Joonheui Bae, Kyung Hoon Kim

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URLhttps://db.koreascholar.com/Article/Detail/441652

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Global Marketing Conference

2025 Global Marketing Conference at Hong Kong (2025.07)
p.115

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

Improvised Real-Time MarketingAI DisclosureCustomer LoyaltyPerceived CreativityEmotional Appeal

저자

Chunlin Yuan(Business School of Henan University, China)
Yajing Yin(Business School of Henan University, China)
Shuman Wang(Changwon National University, Republic of Korea)
Tiaojiao Wang(University of Glasgow, UK)
Joonheui Bae(The Hong Kong Polytechnic University, Hong Kong)
Kyung Hoon Kim(Changwon National University, Republic of Korea)

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