Browsing Master of Business Administration (ΜΒΑ) by Subject "Artificial Intelligence"

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  • The AI advertising dilemma: does artificial creativity build or break brand loyalty? 

    de Pol, Xuezhou (Master’s Program in Business Administration, School of Economics and Business Administration, Neapolis University Pafos, 2026-02)
    This dissertation investigated the relationship between perceived value, perceived trust, and perceived innovation of AI-generated marketing content and their impact on brand loyalty. The study focused on Coca-Cola’s 2024 ...