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Md. Soleman Mollik

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Open access Jul 2026

What drives digital marketers toward using generative AI: An investigation of the factors influencing adoption of ChatGPT and direction for future research

The findings reveal that performance expectancy, awareness, effort expectancy, and industry influence significantly shape attitudes toward ChatGPT, whereas organizational culture does not play a significant role.

Md. Soleman Mollik, Mohammad Faruk, Md. Marsudur Rahman · Asian Management and Busines... · 0 citations