Published: April 24, 2025
Language: Английский
Technovation, Journal Year: 2024, Volume and Issue: 135, P. 103064 - 103064
Published: July 1, 2024
Numerous enterprises employ Generative AI (GenAI) for a plethora of business operations, which can enhance organizational effectiveness. The adoption might be driven by multiple factors influencing the landscape. Additionally, numerous ethical considerations could impact deployment GenAI. This unique study investigated how organizations adopt GenAI and its effects on their performance. Further, this research utilized institutional theory guidelines design to develop framework examining A survey 384 managers from information technology (IT) technology-enabled services (ITeS) companies was conducted. Data analysis done using PLS-SEM examine validate proposed model. outcome reveals that pressures, i.e., coercive, normative mimetic forces, influence use in organizations. It also found fairness, accountability, transparency, accuracy autonomy Also, results divulge influences performance is moderated innovativeness. provides insights developers GenAI, senior management companies, government IT policymakers highlighting pressures principles
Language: Английский
Citations
15
International Journal of Tourism Cities, Journal Year: 2024, Volume and Issue: unknown
Published: Oct. 29, 2024
Purpose The purpose of this paper is to explore how GenAI can help companies achieve a higher level hyper-segmentation and hyper-personalization in the tourism industry, as well show importance disruptive tool for marketing. Design/methodology/approach This used Web Science Google Scholar databases provide updated studies expert authors industry. Analysing modalities through their new challenges tourists, cities companies. Findings reveal that technology exponentially improves consumers’ segmentation personalization products services, allowing organizations create tailored content real-time. That why concept substantially focused on customer (understood segment one) his or her preferences, needs, personal motivations purchase antecedents, it encourages design services with high individual scalability performance called hyper-personalization, never before seen Indeed, contextualizing experience an important way enhance personalization. Originality/value also contributes enhancing bootstrapping literature industry because field study, its functional operability incubation stage. Moreover, viewpoint facilitate researchers successfully integrate into different travel activities without expecting utopian results. Recently, there have been no tackle methodologies
Language: Английский
Citations
15
Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 81, P. 103997 - 103997
Published: Aug. 1, 2024
Language: Английский
Citations
13
Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 84, P. 104235 - 104235
Published: Jan. 27, 2025
Language: Английский
Citations
1
Psychology and Marketing, Journal Year: 2024, Volume and Issue: 41(12), P. 2965 - 2976
Published: Aug. 6, 2024
Abstract Generative artificial intelligence technologies are transforming brand‐customer interactions by offering highly personalized and dynamic virtual experiences. This underscores the importance of studying their significant impact on customer experiences in Metaverse. Accordingly, study aims to explore how users' attachment Metaverse relates underlying psychological drivers engagement with brands using generative AI digital realm. A mixed‐method approach was adopted, beginning an exploratory that involved in‐depth interviews 24 participants gain initial understanding consumers' behavioral reactions An empirical then conducted, surveying 407 UK‐based users worlds who interacted these platforms. The goal understand need for uniqueness influences self‐identity expression examine factors affected places. research highlights nuanced relationship between pursuit integration brand narratives into one's identity particularly when supported personalized, adaptive technologies.
Language: Английский
Citations
7
Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 81, P. 103951 - 103951
Published: June 12, 2024
Language: Английский
Citations
4
Journal of the Academy of Marketing Science, Journal Year: 2024, Volume and Issue: unknown
Published: Dec. 14, 2024
Abstract Generative AI (Gen AI) is shaping the future of marketing. In next decade, Gen will influence how marketers interact and communicate with customers, help create deliver marketing content (text, images, video), inform methods for researching developing new products services. both service sales settings, affect customers directly significantly. Therefore, marketers, researchers, public policy makers require a clear understanding its potential, as well limitations. To assist in thinking through adoption implementation AI, current article presents four-quadrant organizing framework that highlights trade-offs nature inputs extent human augmentation needed to AI–generated outputs. This provides guidance selection tools, recommendations further research.
Language: Английский
Citations
4
Journal of Advertising, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 16
Published: Jan. 7, 2025
Advertising research widely uses visual stimuli. Stimuli development, whether by researchers or hired designers, requires considerable time, funding, and know-how. Image generative artificial intelligence (iGenAI) allows faster more cost-effective stimuli production, but this technology can produce rigorous experimental comparable to researcher-generated remains an open question addressed herein. First, we review publications in three advertising marketing journals identify relevant domains where iGenAI be applied. Second, present RAISE (Rapid Artificial Intelligence for Experiments), a new methodology generate AI stimuli, which no programming relies on commercially available tools, increasing accessibility researchers. Five studies (1,785 participants) directly compare generated using show that participants cannot differentiate them. Moreover, AI-generated satisfy the same manipulation checks replicate effects of existing research. Three additional (N = 368) lend robustness, indicating are valuable tools complement traditional methods producing
Language: Английский
Citations
0
Systems, Journal Year: 2025, Volume and Issue: 13(2), P. 79 - 79
Published: Jan. 27, 2025
AI virtual anchors are an emerging innovation that gaining significant attention, as they hold promising applications across various fields. This study examines how users perceive live product selling by and its impact on brand image loyalty. A two-stage PLS-SEM ANN approach was employed to analyze data from a sample of 336 individuals in China who had experienced utilized for purchases during branded streaming sessions. The findings indicate perceived usefulness, enjoyment, novelty positively image, with artificial neural network (ANN) analysis identifying the primary predictor. Furthermore, acts mediator between these user perceptions These insights offer managers strategic utilize fostering positive building loyal customer bases. also contributes academic understanding consumer behavior management context AI.
Language: Английский
Citations
0
Current Issues in Tourism, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 20
Published: Feb. 9, 2025
Language: Английский
Citations
0