Vázquez-González J, Sáenz-Torralba C, Marín-Pinilla R. Generative artificial intelligence and user-generated content in event marketing: The case of the promotional action #desal_ia. SEECI [Internet]. 2026 Aug. 18 [cited 2026 Nov. 8];60:1-30. Available from: https://www.seeci.net/revista/index.php/seeci/article/view/973