Date of Award
2019-01-01
Degree Name
Doctor of Philosophy
Department
Business Administration
Advisor(s)
Gary L. Frankwick
Abstract
This study explores the antecedents and consequences of firm's artificial intelligence (AI) adoption. Based on technology-organization-environment (TOE) framework and institutional theory, I propose that technological opportunism, top management support, customer orientation, and normative pressure are the main antecedents lead to firm's AI adoption. According to firm's different strategic types, this study added that prospectors are most likely to adopt AI, followed that analyzers, defenders, and reactors. In addition, enlightened by dynamic capability theory, I further propose that the intensity of AI adoption will enhance firm's marketing performance through improved dynamic selling capability, dynamic pricing capability, dynamic new product development capability, dynamic advertising capability, and dynamic customer relationship management capability. Based on 250 valid respondents from marketing managers, product managers, and brand managers, I find support for the antecedents, consequences, and moderation effects of AI adoption.
Language
en
Provenance
Received from ProQuest
Copyright Date
2019-08
File Size
172 pages
File Format
application/pdf
Rights Holder
Jing Chen
Recommended Citation
Chen, Jing, "The Augmenting Effects Of Artificial Intelligence On Marketing Performance" (2019). Open Access Theses & Dissertations. 1976.
https://scholarworks.utep.edu/open_etd/1976