Marketing Innovation, Subjective Norms, Behavioral Control and Intention to Adoption of Artificial Intelligence

This research paper examines how artificial intelligence (AI) affects business practices in small and medium industries. The study explores how companies are adjusting to technological improvements, emphasizing the move from conventional marketing techniques to AI-integrated approaches. The underpinning theory for this research has been, Theory of Planned Behavior and the Technology Adoption Model. A novel variable ‘marketing innovation’ has been introduced in the study model. A total of 90 questionnaires were used. The results revealed that marketing innovation has a negative relationship with intention to adoption of artificial intelligence technology, however, behavioral control and subjective norms are positively and significantly related to intention to adoption of AI. This research will be useful for marketers intending to explore and benefit from AI integrated marketing practices.