Article

Chandra, Baby ORCID: https://orcid.org/0000-0001-6855-5086 and Rahman, Zillur (2026) AI social-appraisal support: effect on adoption intention and value co-creation. Marketing Intelligence & Planning. pp. 1-22. ISSN 0263-4503 (In Press)

Chandra, Baby and Rahman, Zillur (2026) A framework for AI-driven value co-creation across customer journey stages. Service Industries Journal. pp. 1-31. ISSN 0264-2069 (In Press)

Aeron, Suchi and Rahman, Zillur (2024) Emotion as cause, effect, mediator, and moderator in marketing: An integrative review and future research directions. Journal of Consumer Behaviour. pp. 1-29. ISSN 1472-0817

Book Section

Chandra, Baby and Rahman, Zillur (2025) Reimagining customer engagement and digital business in the age of generative AI and the metaverse. In: Customer Engagement and Digital Business. Taylor & Francis, pp. 122- 139. ISBN 9781003508083