Artificial Intelligence and Its Ethical Implications for Marketing
Despite the recent developments in AI, ethical questions arise when consumers contemplate how their data is being treated. This paper develops a conceptual model building on the theory of acceptance, risk, trust, and attitudes towards AI to understand the drivers that lead consumers to accept AI, co...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Ital Publication
2023-02-01
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| Series: | Emerging Science Journal |
| Subjects: | |
| Online Access: | https://www.ijournalse.org/index.php/ESJ/article/view/1298 |
| _version_ | 1828004533504049152 |
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| author | Ana Rita Gonçalves Diego Costa Pinto Paulo Rita Tamara Pires |
| author_facet | Ana Rita Gonçalves Diego Costa Pinto Paulo Rita Tamara Pires |
| author_sort | Ana Rita Gonçalves |
| collection | DOAJ |
| description | Despite the recent developments in AI, ethical questions arise when consumers contemplate how their data is being treated. This paper develops a conceptual model building on the theory of acceptance, risk, trust, and attitudes towards AI to understand the drivers that lead consumers to accept AI, considering consumers' ethical concerns. The model was empirically tested with 200 consumers of AI marketing services. The findings reveal that perceived risk significantly impacts attitudes toward AI, ethical concerns, and perceived trust and suggest a significant association between perceived risk, ethical concerns, and social norms. This research provides important theoretical and managerial implications for the ethical aspects of AI in marketing by highlighting the ethical and moral questions surrounding AI's acceptance.
Doi: 10.28991/ESJ-2023-07-02-01
Full Text: PDF |
| first_indexed | 2024-04-10T07:16:18Z |
| format | Article |
| id | doaj.art-7ee423d466be4e43b73f33ec05075641 |
| institution | Directory Open Access Journal |
| issn | 2610-9182 |
| language | English |
| last_indexed | 2024-04-10T07:16:18Z |
| publishDate | 2023-02-01 |
| publisher | Ital Publication |
| record_format | Article |
| series | Emerging Science Journal |
| spelling | doaj.art-7ee423d466be4e43b73f33ec050756412023-02-25T08:04:57ZengItal PublicationEmerging Science Journal2610-91822023-02-017231332710.28991/ESJ-2023-07-02-01439Artificial Intelligence and Its Ethical Implications for MarketingAna Rita Gonçalves0Diego Costa Pinto1Paulo Rita2Tamara Pires3NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, 1070-312 Lisboa,NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, 1070-312 Lisboa,NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, 1070-312 Lisboa,NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, 1070-312 Lisboa,Despite the recent developments in AI, ethical questions arise when consumers contemplate how their data is being treated. This paper develops a conceptual model building on the theory of acceptance, risk, trust, and attitudes towards AI to understand the drivers that lead consumers to accept AI, considering consumers' ethical concerns. The model was empirically tested with 200 consumers of AI marketing services. The findings reveal that perceived risk significantly impacts attitudes toward AI, ethical concerns, and perceived trust and suggest a significant association between perceived risk, ethical concerns, and social norms. This research provides important theoretical and managerial implications for the ethical aspects of AI in marketing by highlighting the ethical and moral questions surrounding AI's acceptance. Doi: 10.28991/ESJ-2023-07-02-01 Full Text: PDFhttps://www.ijournalse.org/index.php/ESJ/article/view/1298artificial intelligencerisktrustattitudeethical concernssocial norms. |
| spellingShingle | Ana Rita Gonçalves Diego Costa Pinto Paulo Rita Tamara Pires Artificial Intelligence and Its Ethical Implications for Marketing Emerging Science Journal artificial intelligence risk trust attitude ethical concerns social norms. |
| title | Artificial Intelligence and Its Ethical Implications for Marketing |
| title_full | Artificial Intelligence and Its Ethical Implications for Marketing |
| title_fullStr | Artificial Intelligence and Its Ethical Implications for Marketing |
| title_full_unstemmed | Artificial Intelligence and Its Ethical Implications for Marketing |
| title_short | Artificial Intelligence and Its Ethical Implications for Marketing |
| title_sort | artificial intelligence and its ethical implications for marketing |
| topic | artificial intelligence risk trust attitude ethical concerns social norms. |
| url | https://www.ijournalse.org/index.php/ESJ/article/view/1298 |
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