Adoption and impacts of generative artificial intelligence: Theoretical underpinnings and research agenda

dc.contributor.authorGupta, Ruchi
dc.contributor.authorNair, Kiran
dc.contributor.authorMishra, Mahima
dc.contributor.authorIbrahim, Blend
dc.contributor.authorBhardwaj, Seema
dc.date.accessioned2024-04-19T12:44:31Z
dc.date.available2024-04-19T12:44:31Z
dc.date.issued2024en_US
dc.departmentFakülteler, İşletme Fakültesi, İngilizce İşletme Bölümüen_US
dc.description.abstractLarge 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.en_US
dc.identifier.doi10.1016/j.jjimei.2024.100232en_US
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-85189075847en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.urihttps://hdl.handle.net/11467/7238
dc.identifier.urihttps://doi.org/10.1016/j.jjimei.2024.100232
dc.identifier.volume4en_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherElsevieren_US
dc.relation.ispartofInternational Journal of Information Management Data Insightsen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/embargoedAccessen_US
dc.subjectChatGPT; Adoption; Generative AI; Chatbotsen_US
dc.titleAdoption and impacts of generative artificial intelligence: Theoretical underpinnings and research agendaen_US
dc.typeArticleen_US

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