Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Domingos, C. M., Bilro, R. G., Loureiro, S. M. C. & Custódio, C.M. (2025). AI-driven content strategies: Enhancing consumer engagement and loyalty. In Miyea Kim (Ed.), 2025 GMC at Hong Kong Proceedings (pp. 78?82). GAMMA. https://doi.org/10.15444/GMC2025.01.11.05
Exportar Referência (IEEE) 
M. D. Catarina et al.,  "AI-driven content strategies: Enhancing consumer engagement and loyalty  ", in 2025 GMC at Hong Kong Proc., Miyea Kim, Ed., Hong-Kong, GAMMA, 2025, vol. 2025, pp. 78-82
Exportar BibTeX 
@inproceedings{catarina2025_1790064201270,
	author = "Domingos, C. M. and Bilro, R. G. and Loureiro, S. M. C. and Custódio, C.M.",
	title = "AI-driven content strategies: Enhancing consumer engagement and loyalty  ",
	booktitle = "2025 GMC at Hong Kong Proceedings",
	year = "2025",
	editor = "Miyea Kim",
	volume = "2025",
	number = "",
	series = "",
	doi = "10.15444/GMC2025.01.11.05",
	pages = "78-82",
	publisher = "GAMMA",
	address = "Hong-Kong",
	organization = "",
	url = "http://gmcproceedings.net/html/sub3_01.html"
}
Exportar RIS 
TY  - CPAPER
TI  - AI-driven content strategies: Enhancing consumer engagement and loyalty  
T2  - 2025 GMC at Hong Kong Proceedings
VL  - 2025
AU  - Domingos, C. M.
AU  - Bilro, R. G.
AU  - Loureiro, S. M. C.
AU  - Custódio, C.M.
PY  - 2025
SP  - 78-82
SN  - 1976-8699
DO  - 10.15444/GMC2025.01.11.05
CY  - Hong-Kong
UR  - http://gmcproceedings.net/html/sub3_01.html
AB  - This study investigates the impact of Self-Brand Connection, AI-Driven Personalization, Content Relevance, and Content Effectiveness on Online Brand Customer Engagement (OBCE), and how OBCE influences Purchase Intention and Brand Advocacy. Using quantitative methods and a questionnaire survey, data is collected from online consumers. The findings intends to validate the proposed conceptual model, highlighting the critical role of AI-enhanced content in shaping consumer behaviors and enhancing marketing strategies. The study underscores the transformative potential of AI in digital marketing.
ER  -