Publicação
GenAI adoption: Antecedents and outcomes in the marketing and communication workforce
| Resumo: | The purpose of this study is to deepen our understanding of the influence that generative artificial intelligence (GenAI) has on the individual performance of marketing and communication professionals. On this basis, the work hypothesizes and tests a theoreticalanalytical model, empirically verified through the data collected from 162 respondents, capable of verifying direct, moderating, and mediating effects, also in relation to the adoption of GenAI tools. The outcomes of this study show that the use of GenAI positively and directly influences the individual performance of marketing and communication professionals; however, this relationship is higher and more robust when mediated by social well-being in the workplace. Satisfaction with the tool, in particular, is not the determining variable for individual performance and this evidence underlines the importance of the psychosocial in the processes of effective technology use. We can conclude that this study allows for a better understanding of the processes that encourage or discourage the effective use of GenAI by marketing and communication professionals. In particular, its impact on individual performance is not guaranteed but is a function of an organizational ecosystem in which technical, subjective, and relational factors are of equal importance. In conclusion, GenAI has the potential to make people more productive if used in people-centered work environments. |
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| Autores principais: | Alves, Helena Gonçalves Prado |
| Assunto: | Generative artificial intelligence Individual performance Social well-being Marketing SDG 3 - Good health and well-being SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The purpose of this study is to deepen our understanding of the influence that generative artificial intelligence (GenAI) has on the individual performance of marketing and communication professionals. On this basis, the work hypothesizes and tests a theoreticalanalytical model, empirically verified through the data collected from 162 respondents, capable of verifying direct, moderating, and mediating effects, also in relation to the adoption of GenAI tools. The outcomes of this study show that the use of GenAI positively and directly influences the individual performance of marketing and communication professionals; however, this relationship is higher and more robust when mediated by social well-being in the workplace. Satisfaction with the tool, in particular, is not the determining variable for individual performance and this evidence underlines the importance of the psychosocial in the processes of effective technology use. We can conclude that this study allows for a better understanding of the processes that encourage or discourage the effective use of GenAI by marketing and communication professionals. In particular, its impact on individual performance is not guaranteed but is a function of an organizational ecosystem in which technical, subjective, and relational factors are of equal importance. In conclusion, GenAI has the potential to make people more productive if used in people-centered work environments. |
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