Driving Customer Purchase Intention through AI-Enabled TV Ads: The Role of Creativity and Entertainment
DOI: https://doi.org/10.4038/sajbi.v5i1.73 | Journal eISSN: 2773-6997
Language: English
Page range: 3 - 18
Published on: Oct 13, 2025
Published by: Faculty of Management and Finance, University of Ruhuna
In partnership with: Paradigm Publishing Services
© 2025 W. W. W. M. N. C. M. Wickramasinghe, P. A. P. Samantha Kumara, W. A. S. S. Weerakkody, published by Faculty of Management and Finance, University of Ruhuna
This work is licensed under the Creative Commons Attribution 4.0 License.