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Author

G. Viglia

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Sep 2026

When chatbots speak local: cultural understanding as a driver of value co-creation

This study investigates how chatbot cultural understanding shapes consumer responses in online retail, focusing on perceived brand localness, consumer–brand identification and value co-creation behaviors. Guided by social identity theory, the study also examines the moderating role of consumer ethnocentrism....

M. Waqas, Muhammad Ali Khan, G. Viglia et al. · 0 citations

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