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This research examines the impact of artificial intelligence-generated marketing content (AIGMC) on customer engagement, focusing on the interplay between content value (functional vs. hedonic) and credibility. The study utilizes the Elaboration Likelihood Model and Cognitive-Affective Processing System framework to analyze how these factors influence engagement through cognitive and affective empathy. Findings indicate that hedonic value leads to greater engagement than functional value, and the effects of

Author

nghinguyen130605

Language

EN