{"title":"Talk to engage: The influence of smartphone voice assistants on consumers’ brand engagement","authors":"Hafizah Omar Zaki, Nor Asiah Omar, Sharizal Hashim, Yusniza Kamarulzaman, Suddin Lada","doi":"10.1080/21639159.2024.2362660","DOIUrl":null,"url":null,"abstract":"This study aims to investigate how smartphone voice assistants (SVAs) impact brand engagement among Malaysian university students, who are leading in digital consumption trends. The study aims to i...","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":"15 1","pages":""},"PeriodicalIF":1.9000,"publicationDate":"2024-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Scholars of Marketing Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/21639159.2024.2362660","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
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Abstract
This study aims to investigate how smartphone voice assistants (SVAs) impact brand engagement among Malaysian university students, who are leading in digital consumption trends. The study aims to i...
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