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The Augmenting Effects of Artificial...

Chen, Jing.

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The Augmenting Effects of Artificial Intelligence on Marketing Performance.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Augmenting Effects of Artificial Intelligence on Marketing Performance./
Author:	Chen, Jing.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	173 p.
Notes:	Source: Dissertations Abstracts International, Volume: 81-05, Section: B.
Contained By:	Dissertations Abstracts International81-05B.
Subject:	Business administration. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=22617177
ISBN:	9781088396490

The Augmenting Effects of Artificial Intelligence on Marketing Performance.
Chen, Jing.

The Augmenting Effects of Artificial Intelligence on Marketing Performance. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 173 p.

Source: Dissertations Abstracts International, Volume: 81-05, Section: B.

Thesis (Ph.D.)--The University of Texas at El Paso, 2019.

This item must not be sold to any third party vendors.

This study explores the antecedents and consequences of firm's artificial intelligence (AI) adoption. Based on technology-organization-environment (TOE) framework and institutional theory, I propose that technological opportunism, top management support, customer orientation, and normative pressure are the main antecedents lead to firm's AI adoption. According to firm's different strategic types, this study added that prospectors are most likely to adopt AI, followed that analyzers, defenders, and reactors. In addition, enlightened by dynamic capability theory, I further propose that the intensity of AI adoption will enhance firm's marketing performance through improved dynamic selling capability, dynamic pricing capability, dynamic new product development capability, dynamic advertising capability, and dynamic customer relationship management capability. Based on 250 valid respondents from marketing managers, product managers, and brand managers, I find support for the antecedents, consequences, and moderation effects of AI adoption.

ISBN: 9781088396490Subjects--Topical Terms:

3168311
Business administration.

The Augmenting Effects of Artificial Intelligence on Marketing Performance.
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500 $a Source: Dissertations Abstracts International, Volume: 81-05, Section: B.
500 $a Advisor: Frankwick, Gary L.
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506 $a This item must not be sold to any third party vendors.
506 $a This item must not be added to any third party search indexes.
520 $a This study explores the antecedents and consequences of firm's artificial intelligence (AI) adoption. Based on technology-organization-environment (TOE) framework and institutional theory, I propose that technological opportunism, top management support, customer orientation, and normative pressure are the main antecedents lead to firm's AI adoption. According to firm's different strategic types, this study added that prospectors are most likely to adopt AI, followed that analyzers, defenders, and reactors. In addition, enlightened by dynamic capability theory, I further propose that the intensity of AI adoption will enhance firm's marketing performance through improved dynamic selling capability, dynamic pricing capability, dynamic new product development capability, dynamic advertising capability, and dynamic customer relationship management capability. Based on 250 valid respondents from marketing managers, product managers, and brand managers, I find support for the antecedents, consequences, and moderation effects of AI adoption.
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