Navigating a paradigm shift : technology and user acceptance of big data and artificial intelligence among advertising and marketing practitioners
Pooja Iyer, Laura F. Bright
| Year of publication: |
2024
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|---|---|
| Authors: | Iyer, Pooja ; Bright, Laura F. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 180.2024, Art.-No. 114699, p. 1-12
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| Subject: | Advertising | Agencies | Artificial intelligence | Big data | Marketing | Technology acceptance | Künstliche Intelligenz | Big Data | Innovationsakzeptanz | Innovation adoption | Werbung | Online-Marketing | Internet marketing | Werbewirtschaft | Advertising industry |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2024.114699 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014556465