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Keywords: Marketing lecturers
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Journal Articles
International Journal of Information and Learning Technology (2026) 43 (3): 223–240.
Published: 21 April 2026
... and students in marketing education. This study explores the use of Gen AI by marketing lecturers in higher education institutions (HEIs). We use the technology acceptance model (TAM) as a theoretical foundation. Using TAM, this study explores how marketing lecturers perceive Gen AI in improving teaching...
