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What is Group2 R about?

This study investigates the effects of AI-driven personalization on consumer perceptions and engagement in social media marketing, utilizing an S-O-R model. Findings indicate that while AI personalization positively influences trust and perceived usefulness, it does not significantly enhance consumer engagement, and privacy concerns do not impact engagement levels. The research underscores the importance of trust and perceived usefulness as mediators in the relationship between AI personalization and consum

Author

Trịnh Thanh Nhân

Language

EN