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What is AI-Driven E-Marketing Adoption in B2B about?

This research investigates the factors influencing e-marketing adoption in B2B organizations in Jordan, emphasizing the role of Artificial Intelligence and Big Data Analytics. Utilizing a quantitative approach and Structural Equation Modeling, the study finds that perceived compatibility, relative advantage, and ease of use significantly impact e-marketing adoption. The findings highlight the importance of technological capabilities and organizational perceptions in enhancing business performance through e-

Author

Shrihari Punekar

Language

EN