Ali Thamer Ali Al-Ibadi

The Moderating Effect of Digital Literacy on the Relationship between AI Interaction Quality and Consumer Emotional Engagement

As artificial Intelligence (AI) is having an increasing influence on the consumer-brand relationship, empirical evidence of the effects of AI-powered real-time communication on emotional brand engagement over time is scarce. Based on the Digital Emotional Brand Engagement (DEBE) model consisting of four outcome dimensi...