TBS's 1ST DBA CONFERENCE ON APPLIED RESEARCH IN BUSINESS AND MANAGEMENT

Wafa:
2025-07-01 14:14:44
Well-scoped domain: focusing on marketers and content creation avoids the ambiguity of broad “AI adoption” studies. The question repeats itself—both parts ask about factors influencing acceptance. Consider simplifying or splitting into: What are the key psychological, organizational, and technological factors influencing marketers’ acceptance of GenAI tools for content creation? How do these factors vary in their influence on acceptance behavior? Consider specifying what “acceptance” means: intention to use? frequency of use? integration into workflows? Don't forget that you've decided to frame it into the UTAUT which key concepts are: Performance expectancy, effort expectancy, social influence, facilitating conditions. You can play with ( creativity augmentation vs creativity replacement; perceived ehtical risks; trust in gen AI outputs; fear of deskilling or loss of authorship; managerial pressure or organisational readiness. Last thing: how many levels of factors are you considering (individual, organisational, technical, societal, etc.)?