ARTIFICIAL INTELLIGENCE IN ADVERTISING: EXPLORING EFFECTS ON TEXT AND IMAGE CREATION

Maria Sicilia¹, Mariola Palazon², Mª Jesus Acosta³

¹Universidad de Murcia, Spain; ²Universidad de Murcia, Spain; ³Universidad de Murcia, Spain

ASSESSING HOW EMOTIONAL AND SOCIAL COMMUNICATION SHAPES CHATBOT PERCEIVED COMPETENCIES

Álvaro Saavedra Montejo¹, Monica Cortiñas Ugalde¹, Natalia Rubio Benito², Sandra Loureiro³

¹Universidad Pública de Navarra, España; ²Universidad Autónoma de Madrid; ³ISCTE - Instituto Universitario de Lisboa

The effect of Augmented Reality on information processing. The moderating role of familiarity with technology

Sergio Barta¹, Raquel Gurrea¹, Carlos Flavián¹, Dominik Mahr², Jonas Heller², Tim Hilken²

¹Universidad de Zaragoza, España; ²Maastricht University, The Netherlands

THE INFLUENCE OF MESSAGING AND WARM COLORS IN EPHEMERAL CONTENT. HOW TO ACHIEVE SOCIAL MEDIA ENGAGEMENT BEHAVIORS

Sara Lapresta-Romero, Blanca Hernández-Ortega, José L. Franco

Universidad de Zaragoza, España

ONLINE IMPULSE BUYING BEHAVIOUR OF CONSUMER HEALTH PRODUCTS

JAIME ANDRÉS RIERA MURO, CARMEN PÉREZ CABAÑERO

UNIVERSITAT DE VALÈNCIA, España