https://www.um.edu.mt/library/oar/handle/123456789/11424 Thu, 25 Jun 2026 14:47:29 GMT 2026-06-25T14:47:29Z https://www.um.edu.mt/library/oar/handle/123456789/147487 Title: Who is to blame when AI fails? Attribution processes in anthropomorphic chatbot interactions Authors: Mercieca, Joana; Castillo, Daniela Abstract: The increasing integration of artificial intelligence (AI)–powered chatbots into digital customer service has fundamentally changed customer–brand interactions. While chatbots enable efficiency, accessibility and 24/7 service provision, their growing human-like design features also raise customer expectations regarding competence, responsibility and accountability. When chatbot failures occur, these heightened expectations may amplify customers’ emotional and behavioural reactions. Despite expanding research on chatbot performance and effectiveness, limited attention has been given to how customers cognitively evaluate and behaviourally respond to chatbot failures, particularly in relation to perceived anthropomorphism. Addressing this gap is essential for advancing service theory in AI-mediated contexts. [excerpt] Mon, 01 Jun 2026 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/147487 2026-06-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/140646 Title: Craving value : factors shaping perceived advertising value and attitudes towards fast-food native advertisements Authors: Schembri, Jamil; De Battista, Ivan Abstract: Native advertisements, a relatively new form of advertising, have gained significant interest f rom organisations and marketing practitioners due to their ability to seamlessly blend with the non-paid content of media platforms, potentially reducing interference and disruption. Motivated by this rapid growth, this paper explores the factors influencing the perceived advertising value of fast-food native advertisements and examines how advertising value impacts customers’ attitudes. Wed, 01 Jan 2025 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/140646 2025-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/140642 Title: FoMO in a digital revolution Authors: De Battista, Ivan; Curmi, Franco; Konietzny, Jirka Abstract: This study explores the fear of missing out (FoMO) phenomenon in retargeted advertisements: four constructs may help us understand the impact FoMO may have on young people. The four constructs are urgency, scarcity, social proof, and loss aversion. This study will provide insight into how FOMO in retargeted advertisements affects the attitudes, subjective norms, intents, and behaviour of young people. Sun, 01 Jan 2023 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/140642 2023-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/140474 Title: The value of retargeted advertisements : an empirical study on young people Authors: De Battista, Ivan; Curmi, Franco; Konietzny, Jirka Abstract: Young people are growing up in a digital era where the Internet permeates all aspects of daily life, making online advertising increasingly pervasive. Advertising has become more targeted, automated, and personalised due to advancements in AI technology. Retargeted advertisements are a key example of this evolution, as they specifically target individuals who have visited a retailer’s website but left without completing a purchase. This study uses the Advertising Value Model to investigate the relationship between six advertising factors, the perceived value of retargeted advertisements, and young people’s attitudes towards them. Despite extensive studies on online advertising, limited attention has been given to factors influencing young people’s attitudes towards retargeted advertisements. A self-administered online survey was conducted with 480 respondents, and data were analysed using PLS-SEM. The findings indicate that interactivity and entertainment positively influence both perceived value and attitude towards retargeted advertisements. Informativeness, credibility, and personalisation were only positively associated with advertising value, while irritation showed negative relationships with attitude. Interestingly, irritation had a more pronounced adverse effect on men compared with women. The findings contribute to the literature on retargeted advertisements, perceived value, and young people’s attitudes, offering practical and social implications for young people, advertisers, policymakers, and parents/guardians. Wed, 01 Jan 2025 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/140474 2025-01-01T00:00:00Z