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Showing 1 to 1 of 1 for “"Social Response Theory (SRT)"”.
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The Impact of AI on Online Customer Experience and Consumer Behaviour. An Empirical Investigation of the Impact of Artificial Intelligence on Online Customer Experience and Consumer Behaviour in a Digital Marketing and Online Retail Context
… a consumercentred approach and by adopting Social Response Theory as theoretical lens, this research addresses an overall research question pertaining to the implications of online customer experience with AI on consumer behaviour. A quantitative research strategy with positivist approach is …