Beyond the Buzzword: Unleashing Gemini’s Potential for Creating High-Performing Marketing Content
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F25%3A50023231" target="_blank" >RIV/62690094:18450/25:50023231 - isvavai.cz</a>
Result on the web
<a href="https://ojs.istp-press.com/jait/article/view/898" target="_blank" >https://ojs.istp-press.com/jait/article/view/898</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.37965/jait.2025.0898" target="_blank" >10.37965/jait.2025.0898</a>
Alternative languages
Result language
angličtina
Original language name
Beyond the Buzzword: Unleashing Gemini’s Potential for Creating High-Performing Marketing Content
Original language description
This study investigates the adoption of Gemini, an AI-powered chatbot, in the tourism and hospitality industry by extending the Technology Acceptance Model (TAM). The research introduces knowledge-sharing motivation (KSM) as a key mediating variable to better understand user intentions. A conceptual framework was developed incorporating perceived ease of use (PEOU), perceived usefulness (PU), user satisfaction (US), and KSM. Data were collected from 342 AI users in Pakistan and analyzed using structural equation modeling and bootstrapping techniques. The results confirm that PEOU, PU, and US significantly influence the intention to use Gemini. Additionally, KSM plays a mediating role in these relationships, reinforcing its importance in the extended TAM framework. This research advances TAM by integrating KSM, offering new insights into AI-driven customer engagement. It provides practical implications for the design and implementation of intuitive, beneficial, and collaborative AI interfaces in the tourism and hospitality sector.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Journal of Artificial Intelligence and Technology
ISSN
2766-8649
e-ISSN
2766-8649
Volume of the periodical
5
Issue of the periodical within the volume
December
Country of publishing house
US - UNITED STATES
Number of pages
11
Pages from-to
583-593
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-105026894227