Harnessing the potential of generative AI in digital marketing using the Behavioral Reasoning Theory approach
Generative AI (GAI) is an upcoming field and its impact on marketing is indisputable. Very little evidence in academic literature is present regarding the factors affecting the usage of GAI in Digital Marketing (DM). This study addresses this gap by exploring the key drivers and barriers associated...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-06-01
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| Series: | International Journal of Information Management Data Insights |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S266709682400106X |
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