... The findings show that attitude and behavioural intention are influenced by perceived ease of use and usefulness of ChatGPT, while subjective norms have a significant impact on behavioural intention and word of mouth. Furthermore, behavioural intention is affected by word of mouth. Originality/value...

... to participate, and word of mouth intention. Practical implications The current study provides event marketer a tool for measuring event personality. Event personality is vital to build the event equity and to position the event in the market to gain a competitive advantage over the other events. Happiness...