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Transforming Digital Marketing: Exam...

Colucci, Esteban,

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Transforming Digital Marketing: Examining the Adoption and Impact of Artificial Intelligence Through the Technology Acceptance Model /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Transforming Digital Marketing: Examining the Adoption and Impact of Artificial Intelligence Through the Technology Acceptance Model // Esteban Colucci.
Author:	Colucci, Esteban,
Description:	1 electronic resource (40 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-12.
Contained By:	Masters Abstracts International86-12.
Subject:	Technology adoption. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32016393
ISBN:	9798286406043

Transforming Digital Marketing: Examining the Adoption and Impact of Artificial Intelligence Through the Technology Acceptance Model /
Colucci, Esteban,

Transforming Digital Marketing: Examining the Adoption and Impact of Artificial Intelligence Through the Technology Acceptance Model /Esteban Colucci. - 1 electronic resource (40 pages)

Source: Masters Abstracts International, Volume: 86-12.

Artificial Intelligence is transforming the digital marketing industry by revolutionizing how brands engage with consumers. AI improves personalisation and automates repetitive tasks effectively. However, the degree of adoption of these tools and the factors influencing the adoption are still underexplored. Thus, using the Technology Acceptance Model (TAM), this thesis explores how marketing professionals perceive, adopt and use AI tools in digital marketing. The study utilises a mixed-methods approach, incorporating quantitative surveys and qualitative feedback, to emphasise of AI role in optimising workflows, enhancing targeting, and facilitating data-driven decision-making. Research shows that there is a strong connection between Perceived Usefulness (PU) and Behavioural Intention (BI), which emphasizes how AI can importantly improve efficiency and promote innovation. When many users find usability issues, a negative correlation appears between Perceived Ease of Use (PEOU) and Behavioural Intention (BI), obstructing broad adoption. Ethical considerations like data privacy and transparency are pivotal factors affecting trust in AI-driven marketing. Participants show little remorse about integrating AI and highlight its potential to increase productivity, though they express worries about dependency and creativity. The study advocates for organisational support and training to reconcile the disparity between AI's perceived utility and usability. This research enhances comprehension of AI's transformative impact on digital marketing and offers practical guidance for incorporating ethical and efficient AI solutions into marketing strategies. Future research should investigate the longitudinal effects and cross-industry applications to better contextualise AI's evolving impact on digital marketing practices.

English

ISBN: 9798286406043Subjects--Topical Terms:

3681799
Technology adoption.

Transforming Digital Marketing: Examining the Adoption and Impact of Artificial Intelligence Through the Technology Acceptance Model /
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520 $a Artificial Intelligence is transforming the digital marketing industry by revolutionizing how brands engage with consumers. AI improves personalisation and automates repetitive tasks effectively. However, the degree of adoption of these tools and the factors influencing the adoption are still underexplored. Thus, using the Technology Acceptance Model (TAM), this thesis explores how marketing professionals perceive, adopt and use AI tools in digital marketing. The study utilises a mixed-methods approach, incorporating quantitative surveys and qualitative feedback, to emphasise of AI role in optimising workflows, enhancing targeting, and facilitating data-driven decision-making. Research shows that there is a strong connection between Perceived Usefulness (PU) and Behavioural Intention (BI), which emphasizes how AI can importantly improve efficiency and promote innovation. When many users find usability issues, a negative correlation appears between Perceived Ease of Use (PEOU) and Behavioural Intention (BI), obstructing broad adoption. Ethical considerations like data privacy and transparency are pivotal factors affecting trust in AI-driven marketing. Participants show little remorse about integrating AI and highlight its potential to increase productivity, though they express worries about dependency and creativity. The study advocates for organisational support and training to reconcile the disparity between AI's perceived utility and usability. This research enhances comprehension of AI's transformative impact on digital marketing and offers practical guidance for incorporating ethical and efficient AI solutions into marketing strategies. Future research should investigate the longitudinal effects and cross-industry applications to better contextualise AI's evolving impact on digital marketing practices.
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