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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Vijayakanthan.S

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Open access Aug 2026

When AI Speaks: The Role of Awe and Habit in Shaping Brand Engagement through Voice Assistants in Experiential Services

This study examines how AI-enabled voice assistants influence consumer brand engagement in experiential service contexts, focusing on the mediating role of awe experience and the moderating effect of habit. Drawing on the Stimulus–Organism–Response (S–O–R) framework and self-transcendent emotion theory, the study conce...

D. N, Vijayakanthan.S · 0 citations

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