AI transforming B2C relationships and relational exchange theory
Published online on March 25, 2026
Abstract
Marketing Theory, Ahead of Print.
The increasing integration of artificial intelligence (AI) in B2C marketing challenges the core principles of relational exchange theory (RET). Traditionally, RET has focused on human intentionality, moral agency, and emotional commitment as essential for ...
The increasing integration of artificial intelligence (AI) in B2C marketing challenges the core principles of relational exchange theory (RET). Traditionally, RET has focused on human intentionality, moral agency, and emotional commitment as essential for ...