Marketing in the age of Intelligent Virtual Assistant (IVA) is a challenging job. Hence an attempt is made to study the generation-Z perceptions (372 customers/ Kurnool Dist/A.P/India) on Intelligent virtual assistant (IVA) with factor analysis. Generation-Z perceived intelligent virtual assistant (IVA) as accurate, accessible easily and assists (purchase decisions)
Volume 11 | 07-Special Issue
Pages: 834-839