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Journal Articles
Journal of Business & Industrial Marketing (2025) 40 (10): 2013–2027.
Published: 09 October 2025
...Michael Rodriguez; Dawn R. Deeter-Schmelz; Michael T. Krush Purpose This paper aims to address the research gap in the use of Generative AI (GenAI) technology by empirically testing a model that explores the effects of upper management support and technology self-efficacy on GenAI technology use...
