{"id":"https://openalex.org/W7225833984","doi":"https://doi.org/10.1057/s41599-026-09502-z","title":"Structural insights into the effects of generative AI-empowered social media marketing on customer-brand engagement and purchase behaviors: evidence from China's platform economy","display_name":"Structural insights into the effects of generative AI-empowered social media marketing on customer-brand engagement and purchase behaviors: evidence from China's platform economy","publication_year":2026,"publication_date":"2026-11-11","ids":{"openalex":"https://openalex.org/W7225833984","doi":"https://doi.org/10.1057/s41599-026-09502-z"},"language":"en","primary_location":{"id":"doi:10.1057/s41599-026-09502-z","doi":"https://doi.org/10.1057/s41599-026-09502-z","is_oa":true,"landing_page_url":"https://doi.org/10.1057/s41599-026-09502-z","pdf_url":null,"source":{"id":"https://openalex.org/S4210206302","display_name":"Humanities and Social Sciences Communications","issn_l":"2055-1045","issn":["2055-1045","2662-9992"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","doaj","jufo-1","ki-jl-1","norway-1","poland-20","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319702","host_organization_name":"Palgrave Macmillan","host_organization_lineage":["https://openalex.org/P4310319702","https://openalex.org/P4310319964"],"host_organization_lineage_names":["Palgrave Macmillan","Macmillan Publishers"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Humanities and Social Sciences Communications","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://doi.org/10.1057/s41599-026-09502-z","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5076536653","display_name":"Khalid Jamil","orcid":"https://orcid.org/0000-0003-2106-9173","observed_orcids":["https://orcid.org/0000-0003-2106-9173"]},"institutions":[{"id":"https://openalex.org/I191208505","display_name":"Xiamen University","ror":"https://ror.org/00mcjh785","country_code":"CN","type":"education","lineage":["https://openalex.org/I191208505"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Khalid Jamil","raw_affiliation_strings":["Department of Management Science, School of Management, Xiamen University, Xiamen, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Management Science, School of Management, Xiamen University, Xiamen, China","institution_ids":["https://openalex.org/I191208505"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5161428793","display_name":"Qiang Wang","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4400573270","display_name":"Wenzhou University of Technology","ror":"https://ror.org/03dd7qj98","country_code":"CN","type":"education","lineage":["https://openalex.org/I4400573270"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Qiang Wang","raw_affiliation_strings":["Wenzhou University of Technology, Wenzhou, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Wenzhou University of Technology, Wenzhou, China","institution_ids":["https://openalex.org/I4400573270"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5015731974","display_name":"Sohaib Mustafa","orcid":"https://orcid.org/0000-0002-8070-976X","observed_orcids":["https://orcid.org/0000-0002-8070-976X"]},"institutions":[{"id":"https://openalex.org/I37796252","display_name":"Beijing University of Technology","ror":"https://ror.org/037b1pp87","country_code":"CN","type":"education","lineage":["https://openalex.org/I37796252"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Sohaib Mustafa","raw_affiliation_strings":["College of Economics and Management, Beijing University of Technology, Beijing, China"],"raw_orcid":"https://orcid.org/0000-0002-8070-976X","affiliations":[{"raw_affiliation_string":"College of Economics and Management, Beijing University of Technology, Beijing, China","institution_ids":["https://openalex.org/I37796252"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5082378855","display_name":"Aliya Anwar","orcid":"https://orcid.org/0000-0002-3564-2017","observed_orcids":["https://orcid.org/0000-0002-3564-2017"]},"institutions":[{"id":"https://openalex.org/I37796252","display_name":"Beijing University of Technology","ror":"https://ror.org/037b1pp87","country_code":"CN","type":"education","lineage":["https://openalex.org/I37796252"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Aliya Anwar","raw_affiliation_strings":["College of Economics and Management, Beijing University of Technology, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"College of Economics and Management, Beijing University of Technology, Beijing, China","institution_ids":["https://openalex.org/I37796252"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5161428793"],"corresponding_institution_ids":["https://openalex.org/I4400573270"],"apc_list":{"value":1890,"currency":"USD","value_usd":1890},"apc_paid":{"value":1890,"currency":"USD","value_usd":1890},"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9937000274658203,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9937000274658203,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.002300000051036477,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.0020000000949949026,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6157000064849854},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.6013000011444092},{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.5705999732017517},{"id":"https://openalex.org/C39890363","wikidata":"https://www.wikidata.org/wiki/Q36108","display_name":"Generative grammar","level":2,"score":0.5519000291824341},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5389999747276306},{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.51910001039505},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.49639999866485596},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.48510000109672546},{"id":"https://openalex.org/C179420905","wikidata":"https://www.wikidata.org/wiki/Q223871","display_name":"Mediation","level":2,"score":0.39419999718666077},{"id":"https://openalex.org/C167966045","wikidata":"https://www.wikidata.org/wiki/Q5532625","display_name":"Generative model","level":3,"score":0.39079999923706055},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.3878999948501587},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.3596999943256378},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.350600004196167},{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.3458000123500824},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.3400000035762787},{"id":"https://openalex.org/C17632256","wikidata":"https://www.wikidata.org/wiki/Q1076968","display_name":"Digital media","level":2,"score":0.3084999918937683},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.30809998512268066},{"id":"https://openalex.org/C131158328","wikidata":"https://www.wikidata.org/wiki/Q1307337","display_name":"Social influence","level":2,"score":0.3003999888896942},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.29280000925064087},{"id":"https://openalex.org/C199728807","wikidata":"https://www.wikidata.org/wiki/Q2578557","display_name":"Equity (law)","level":2,"score":0.29120001196861267},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.2851000130176544},{"id":"https://openalex.org/C2777754422","wikidata":"https://www.wikidata.org/wiki/Q17081927","display_name":"Social marketing","level":2,"score":0.28459998965263367},{"id":"https://openalex.org/C2776892586","wikidata":"https://www.wikidata.org/wiki/Q4956571","display_name":"Brand engagement","level":3,"score":0.2750000059604645}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1057/s41599-026-09502-z","doi":"https://doi.org/10.1057/s41599-026-09502-z","is_oa":true,"landing_page_url":"https://doi.org/10.1057/s41599-026-09502-z","pdf_url":null,"source":{"id":"https://openalex.org/S4210206302","display_name":"Humanities and Social Sciences Communications","issn_l":"2055-1045","issn":["2055-1045","2662-9992"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","doaj","jufo-1","ki-jl-1","norway-1","poland-20","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319702","host_organization_name":"Palgrave Macmillan","host_organization_lineage":["https://openalex.org/P4310319702","https://openalex.org/P4310319964"],"host_organization_lineage_names":["Palgrave Macmillan","Macmillan Publishers"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Humanities and Social Sciences Communications","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.1057/s41599-026-09502-z","doi":"https://doi.org/10.1057/s41599-026-09502-z","is_oa":true,"landing_page_url":"https://doi.org/10.1057/s41599-026-09502-z","pdf_url":null,"source":{"id":"https://openalex.org/S4210206302","display_name":"Humanities and Social Sciences Communications","issn_l":"2055-1045","issn":["2055-1045","2662-9992"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","doaj","jufo-1","ki-jl-1","norway-1","poland-20","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319702","host_organization_name":"Palgrave Macmillan","host_organization_lineage":["https://openalex.org/P4310319702","https://openalex.org/P4310319964"],"host_organization_lineage_names":["Palgrave Macmillan","Macmillan Publishers"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Humanities and Social Sciences Communications","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":[],"abstract_inverted_index":{"This":[0,241],"study":[1,242],"examines":[2],"the":[3,19,72,173,196,244,255],"effectiveness":[4,264],"of":[5,22,175],"generative":[6,33,75,95,176,199,217,259],"artificial":[7,34,76,96,132,177,200,218,247,260],"intelligence-empowered":[8,77,97,178,201],"social":[9,78,98,134,179,202,220],"media":[10,79,99,135,180,203,221],"marketing":[11,80,100,136,181,204,222,250,263],"activities":[12,101,182,205],"in":[13,130],"enhancing":[14],"customer":[15,48],"purchase":[16,89,109,124,146,162,188,207,239],"intentions":[17],"through":[18,230,257],"mediating":[20],"roles":[21],"brand":[23,84,111,169,232],"equity":[24,27,117,143,170,193,236],"and":[25,42,50,64,88,113,123,187,206,227,265],"relationship":[26,86,114,192,197,235],"within":[28,213],"China\u2019s":[29,214],"platform":[30,215],"economy.":[31],"As":[32],"intelligence":[35,261],"increasingly":[36,55],"transforms":[37],"digital":[38,249],"interactions":[39],"between":[40,198],"brands":[41],"consumers,":[43],"understanding":[44],"its":[45,127],"influence":[46,161],"on":[47,106,183,246],"engagement":[49,122,157,186,226],"purchasing":[51,228],"behavior":[52,229],"has":[53],"become":[54],"important.":[56],"Data":[57],"were":[58],"collected":[59],"from":[60],"620":[61],"Chinese":[62],"consumers":[63],"analyzed":[65],"using":[66],"structural":[67],"equation":[68],"modeling":[69],"to":[70],"examine":[71],"relationships":[73],"among":[74],"activities,":[81],"customer\u2013brand":[82,107,121,153,156,185],"engagement,":[83,108],"equity,":[85,87,112,233],"intention.":[90,163,189,208],"The":[91,164],"findings":[92,210],"reveal":[93],"that":[94,168],"exert":[102],"significant":[103],"positive":[104],"effects":[105,174],"intention,":[110,125],"equity.":[115],"Brand":[116],"significantly":[118,144,151,160,171],"enhances":[119,262],"both":[120,184],"confirming":[126],"important":[128],"role":[129],"converting":[131],"intelligence-enabled":[133,248],"efforts":[137],"into":[138,254],"favorable":[139],"consumer":[140,225,266],"outcomes.":[141],"Relationship":[142],"influences":[145,224],"intention":[147],"but":[148],"does":[149,158],"not":[150,159],"affect":[152],"engagement.":[154],"Furthermore,":[155],"mediation":[165],"results":[166],"indicate":[167],"mediates":[172,194],"In":[190],"contrast,":[191],"only":[195],"These":[209],"suggest":[211],"that,":[212],"economy,":[216],"intelligence-enhanced":[219],"primarily":[223],"stronger":[231],"while":[234],"mainly":[237],"facilitates":[238],"intentions.":[240],"extends":[243],"literature":[245],"by":[251],"providing":[252],"insights":[253],"mechanisms":[256],"which":[258],"value":[267],"creation.":[268]},"counts_by_year":[],"updated_date":"2026-11-12T12:28:57.059296","created_date":"2026-11-12T00:00:00"}