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Please use this identifier to cite or link to this item: https://scholarhub.balamand.edu.lb/handle/uob/4991
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dc.contributor.authorHajjar, Sameren_US
dc.contributor.authorKaram, Scarletten_US
dc.contributor.authorBorna, Shaheenen_US
dc.date.accessioned2021-03-24T06:17:55Z-
dc.date.available2021-03-24T06:17:55Z-
dc.date.issued2021-
dc.identifier.issn10528008-
dc.identifier.urihttps://scholarhub.balamand.edu.lb/handle/uob/4991-
dc.description.abstract© 2020 Society for Marketing Advances. This research explores the perspectives of business students and marketing educators and practitioners on integrating Artificial Intelligence (AI) into marketing education programs. It also investigates drivers that predict interest on the part of marketing students in taking AI courses. Data were collected through interviews with 20 marketing professionals and 15 marketing educators, and a survey was completed by 330 marketing students. Interviewees agreed that AI enhances students’ abilities, skills, and marketability. Personality factors, social factors, and self-efficacy drive marketing students’ interest in AI courses.en_US
dc.language.isoengen_US
dc.titleArtificial intelligence in marketing education programsen_US
dc.typeJournal Articleen_US
dc.identifier.doi10.1080/10528008.2020.1835492-
dc.identifier.scopus2-s2.0-85095745892-
dc.identifier.urlhttps://api.elsevier.com/content/abstract/scopus_id/85095745892-
dc.contributor.affiliationDepartment of Business Administrationen_US
dc.description.volume31en_US
dc.description.issue1en_US
dc.description.startpage2en_US
dc.description.endpage13en_US
dc.date.catalogued2021-03-24-
dc.description.statusPublisheden_US
dc.identifier.ezproxyURLhttp://ezsecureaccess.balamand.edu.lb/login?url=https://doi.org/10.1080/10528008.2020.1835492en_US
dc.relation.ispartoftextMarketing Education Reviewen_US
crisitem.author.parentorgFaculty of Business and Management-
Appears in Collections:Department of Business Administration
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