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Estevez, Macarena https://orcid.org/0009-0007-9626-6004
Ballestar, María Teresa https://orcid.org/0000-0001-8526-7561
Sainz, Jorge https://orcid.org/0000-0001-8491-3154
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This article is maintained by: Elsevier
Article Title: Market research and knowledge using Generative AI: the power of Large Language Models
Journal Title: Journal of Innovation & Knowledge
CrossRef DOI link to publisher maintained version: https://doi.org/10.1016/j.jik.2025.100796
Content Type: article
Copyright: © 2025 The Author(s). Published by Elsevier España, S.L.U. on behalf of Journal of Innovation & Knowledge.
