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ASSESSING THE IMPACT OF ARTIFICIAL INTELLIGENCE ON ONLINE PURCHASE INTENTION: THE ROLES OF CELEBRITY ENDORSEMENT, EMOTIONAL APPEAL, AND HEDONIC VALUE. IJSSB [Internet]. 2024 Nov. 12 [cited 2024 Nov. 24];2(4):897-914. Available from: https://ijssb.org/index.php/IJSSB/article/view/148