The Moderating Role of Content Creation Cost on the Relationship Between Generative Adversarial Network (GAN) Usage and Marketing Success in Content Marketing: Empirical Evidence from the Automotive Industry of the UK
DOI:
https://doi.org/10.65080/2nz9tz75Keywords:
Content creation cost, generative adversarial network (GAN), marketing success, content marketing, automotive industry, TAM, PU, PEUAbstract
Introduction: This study investigated the moderating role of content creation cost on the relationship between Generative Adversarial Network (GAN) usage and marketing success of content marketing within the UK automotive industry.
Methods: This study used a quantitative survey of 385 marketing managers in the automotive sector of the UK. SmartPLS was used to analyse the data because of its ability to handle PLS-path modelling.
Results: The findings revealed that behaviour intention to use (B= 0.406, p-value = 0.000) and perceived usefulness (B= 0.189, p-value = 0.005) has a significant and positive impact on marketing success. Perceived ease of use (B= 0.083, p-value = 0.135) has an insignificant impact on marketing success. Furthermore, Content creation cost (B= -0.159, p-value = 0.002) shows the significant moderating role on the relationship between perceived ease of use and marketing success. Content creation cost (B= 0.009, p-value = 0.907) showed an insignificant moderating role on the relationship between behavioural intention to use and marketing success However, Content creation cost (B= 0.127, p-value = 0.111) showed insignificant and positive moderating impact on the relationship between perceived usefulness and marketing success.
Conclusion: These results provide insights into the specific dynamics of technology adoption and content marketing success in the automotive sector, highlighting the importance of behavioural intention over perceived functionality and cost.
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