Marketing Intelligence & Planning: Volume 42 Issue 6

Empowering co-creation of services with artificial intelligence: an empirical analysis to examine adoption intention

Rajat Kumar Behera, Pradip Kumar Bala, Nripendra P. Rana, Zahir Irani

Co-creation of services (CCOS) is a collaborative strategy that emphasises customer involvement and their expertise to increase the value of the service experience. In the service…

Augmented reality: the key to unlock customer engagement potential

Muruganantham Ganesan, B. Dinesh Kumar

This study aims to investigate the impact of customer perceptions of Augmented Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards AR…

How visual angle influences product recommendations in response to two-sided messages

Sari Winahjoe, Widya Paramita, Frances Seowon Jin, Tung Moi Chiew, Arnold Japutra, Felix Septianto

Two-sided messages in advertising, which contain both negative and positive information, can have varying effects on persuasion. Thus, it is crucial to understand the conditions…

Investigating consumers’ adoption of electric vehicles: a perceived value-based perspective

Pankaj Vishwakarma

The current work aims to understand the consumers’ adoption of electric vehicles (two-wheelers) from their value perspective by utilizing the value-based adoption model.

Subscription intentions for ChatGPT plus: a look at user satisfaction and self-efficacy

Hyeon Jo

This study examines the key determinants of subscription intentions for ChatGPT Plus (paid version) in business settings, focusing on tasks such as system quality, information…

Does firm-created social media communication develop brand evangelists? Role of perceived values and customer experience

Muhammad Sohaib, Asif Ali Safeer, Abdul Majeed

The social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on…

How and when does gamification level up mobile app effectiveness? Meta-analytics review

Mojtaba Barari

Gamification in mobile apps has emerged as a compelling strategy to foster firm’s relationships with their customers through mobile applications. This study utilizes a…

Consumer reactions to attacks against cherished brands

Li Keng Cheng, Chung-Lin Toung

Because of an increase in consumer awareness and the ease of information dissemination on the Internet, brands have increasingly become the target of online criticism. Several…