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    Adoption and impacts of generative artificial intelligence: Theoretical underpinnings and research agenda
    (Elsevier, 2024) Gupta, Ruchi; Nair, Kiran; Mishra, Mahima; Ibrahim, Blend; Bhardwaj, Seema
    Large language models (LLMs) have received considerable interest in the field of natural language processing (NLP) owing to their remarkable ability to generate clear, consistent, and contextually relevant materials. Among the numerous LLMs, ChatGPT (Generative Pre-trained Transformer for Chatbots) is emerging as a prominent prospective tool for developing conversational agents such as chatbots. However, there is a need for a clear conceptual understanding of ChatGPT's potential implications for the industry and its role in marketing. This study explores the adoption of ChatGPT in marketing and examines theories that may influence its adoption by marketers and consumers, as well as its implications for marketers. This study discusses how ChatGPT may allow for more personalized and engaging content, better customer experience, and improved ROI. However, adoption also brings challenges, including ethical considerations and the need for new skill development. This study also discusses future research opportunities for the adoption of ChatGPT and other generative artificial intelligence technologies in marketing. The goal is to provide insights for organizations that consider implementing these technologies, and to contribute to the literature on the adoption of Artificial Intelligence (AI) and the use of Generative AI in marketing.
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    Facts or belief: Examining the effect of the cognitive dissonance on brand switching, purchase regret and satisfaction level
    (Emerald Publishing, 2023) Ibrahim Awwad, Razan; Ibrahim, Blend; George, Cinoj; Hamdan, Sameer; Nair, Kiran
    Purpose: This study aims to investigate the relative impacts of the cognitive dissonance on brand switching (BS) and satisfaction level (SAT) by considering the mediation role of purchase regret (PRG) in these relationships in an online shopping context. Design/methodology/approach: The data was collected from 354 participants, and structural equation modeling and mediation analysis were conducted to test the conceptual model hypotheses. Findings: The findings revealed that the cognitive dissonance positively affects PRG. Also, the study indicated a negative and nonsignificant relationship between cognitive dissonance and SAT and a negative significant relationship between cognitive dissonance and BS. In addition, a positive and significant correlation was found between PRG and BS. Furthermore, the results revealed that PRG mediates the relationship between cognitive dissonance and SAT. Originality/value: This research provides a novel contribution by examining the impact of the cognitive dissonance on BS and SAT and uncovering the underlying mechanism of how and under what conditions cognitive dissonance promotes BS and SAT in an online shopping context.