Português
Ciência_Iscte
Publications
Publication Detailed Description
2025 GMC at Hong Kong Proceedings
Year (definitive publication)
2025
Language
English
Country
Republic of Korea
More Information
Web of Science®
Scopus
This publication is not indexed in Scopus
Google Scholar
This publication is not indexed in Overton
Abstract
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.
Acknowledgements
--
Keywords
AI-enhanced content,AI-driven personalization,Marketing campaigns,Purchase intention,Brand Advocacy
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Contributions to the Sustainable Development Goals of the United Nations
With the objective to increase the research activity directed towards the achievement of the United Nations 2030 Sustainable Development Goals, the possibility of associating scientific publications with the Sustainable Development Goals is now available in Ciência_Iscte. These are the Sustainable Development Goals identified by the author(s) for this publication. For more detailed information on the Sustainable Development Goals, click here.
