AI in Marketing:  Analyzing Consumer Risk Perception and Its Impact on Purchase Intentions

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Keywords	AI usage, Risk perception, Consumer perception, Marketing technology, Generative AI, Purchase Intention
Thesis Advisor	Liberali, Jordana, Lopez, Rocio Alarcon
Persistent URL	hdl.handle.net/2105/77664
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Ni, Roxi. (2025). AI in Marketing: Analyzing Consumer Risk Perception and Its Impact on Purchase Intentions. In Marketing Management.http://hdl.handle.net/2105/77664

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