Al Moosa, Hayem A.; Sobaih, Abu Elnasr E.; Zaiem, Imed; … - In: Journal of open innovation : technology, market, and … 11 (2025) 4, pp. 1-10
Grounded in the Technology Acceptance Model (TAM), this research explores how marketing professionals perceive AI adoption, examining the paradoxical tensions between technological fascination and professional resistance that challenge traditional TAM assumptions. This study draws on an...