SMEs' adoption of Artificial Intelligence-chatbots for marketing communication : a conceptual framework for an emerging economy
Sany Sanuri Mohd Mokhtar and Maruf Gbadebo Salimon
| Year of publication: |
2022
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|---|---|
| Authors: | Mokhtar, Sany Sanuri Mohd ; Salimon, Maruf Gbadebo |
| Published in: |
Marketing Communications and Brand Development in Emerging Markets Volume II : Insights for a Changing World. - Cham : Springer International Publishing, ISBN 978-3-030-95581-6. - 2022, p. 25-53
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| Subject: | Technology-organisation-environment | Technology Acceptance Model | Technology context | Organisational context | Environment context | Anthropomorphism | Innovationsakzeptanz | Innovation adoption | KMU | SME | Marketingmanagement | Marketing management | Schwellenländer | Emerging economies | Innovationsdiffusion | Innovation diffusion | Künstliche Intelligenz | Artificial intelligence |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.1007/978-3-030-95581-6_2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013280174