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Perceived Usefulness and Ease of Use of Artificial Intelligence on Marketing Innovation
Abstract
Marketers may have several objectives including the increase in market share, profitability, sustainability, green behavior and above all innovation. Many observers believe that for innovation, Artificial Intelligence (AI) and Machine Learning (ML) capabilities play a vital role in developing general-purpose technologies which impact the economy and society at large. The present study examines the influence of perceived usefulness and Ease of use of artificial intelligence on marketing innovation. The base model underlying this research is Technology acceptance Model (Davis, 1989). Partial Least Squares (PLS) has been used to establish the relationship among variables. A cross-sectional empirical evidence has been collected. The results indicate that there is a significant positive relationship between perceived usefulness of artificial intelligence and marketing innovation. Therefore, we recommend marketers and producers to give due attention to overall marketing innovation and artificial intelligence generated information for sustainability.
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