The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Mind, Machines, and Marketing: The AI-Powered Science of Influence and Ethical Engagement
Abstract
As technology advances, companies continue to investigate its application in day-to-day business, particularly in marketing communication, where it automates processes and makes use of data analysis. This research investigates the impact of consumer acceptance of marketing communication generated using AI on purchase intentions, based on the Theory of Planned Behavior. In a quantitative survey conducted through Facebook and Instagram, 30 valid responses were examined using SPSS. Research indicates that acceptance of AI has little effect on purchase intention, contradicting past literature and underpinning the necessity for more studies in this new area.
Related Content
|
Frederic Andres.
© 2027.
14 pages.
|
|
Kalsoom Safdar, Khairul Najmy Abdul Rani, Mohd Aminudin Jamlos, Siti Julia Rosli, Muhammad Usman Younus, Zanab Safdar.
© 2027.
27 pages.
|
|
Bani Adam, Binastya Anggara Sekti, Muhammad Adi Zacky Zahran.
© 2027.
24 pages.
|
|
Swetha Margaret T. A., Renuka Devi D..
© 2027.
31 pages.
|
|
Maurice Saluschke, Michael Schulz.
© 2027.
30 pages.
|
|
Mirjam Sepesy Maučec, Gregor Donaj.
© 2027.
16 pages.
|
|
Jorge A. Ruiz-Vanoye, Ocotlan Diaz-Parra, Ricardo A. Barrera-Cámara, Alejandro Fuentes-Penna, Francisco R. Trejo-Macotela, Jaime Aguilar-Ortiz, Eric Simancas-Acevedo.
© 2027.
21 pages.
|
|
|