Indian Institute of Management Kozhikode

Confiding in a maven or a charmer? Impression management behavior of artificially intelligent conversational agents and consumer self-disclosure

Purpose Data-driven hyper-personalization promises stronger consumer relationships, yet growing privacy concerns and regulations limit marketers’ access to consumer data. In this context, voluntarily self-disclosed consumer information becomes critical for creating mutual value a...

Unveiling the self through augmented reality consumption experiences

Purpose Technology-mediated consumption experiences can influence consumers in ways that extend beyond attitude changes or behavioural responses, inspiring curiosity and openness about the self. Focusing on augmented reality (AR) tools, this study aims to develop and validate a f...