UNLEASHING WORD-OF-MOUTH POTENTIAL FOR AI-DESIGNED INNOVATIONS THROUGH ADVERTISING - koreascholar

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UNLEASHING WORD-OF-MOUTH POTENTIAL FOR AI-DESIGNED INNOVATIONS THROUGH ADVERTISING

Qi Yao, Qiuyan Wan, Wenkai Zhou, Jiachen Zhao

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URLhttps://db.koreascholar.com/Article/Detail/442531

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Global Marketing Conference

2025 Global Marketing Conference at Hong Kong (2025.07)
p.385

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

AI-designed Products Radical New Products Incremental New Products Word-of-mouth Intentions Advertising Appeals Perceived Risk

저자

Jiachen Zhao(Chongqing Jiaotong University, China)
Wenkai Zhou(Crummer Graduate School of Business at Rollins College, United States)
Qiuyan Wan(ChongqingJiaotong University, China)
Qi Yao(Chongqing Jiaotong University, China)

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