Figure 1
The diagram shows three vertical sections labeled on top from left to right as follows: “First-order concepts”, “Second order themes”, and “Aggregate dimension”. In the “First-order concepts” section, there are eleven text boxes from top to bottom as follows: Text box 1 contains four bullet points: “Streamlining routine operations”, “Catalyst for creativity”, “Signature style for new content”, and “Innovative tailored communication”. Text box 2 contains two bullet points: “Behaviour of industry actors” and “Public awareness and acceptance”. Text box 3 contains two bullet points: “Entertainment in content generation” and “Gratification and relief from work”. Text box 4 contains two bullet points: “User-friendly tools” and “Training and commitment for professional use”. Text box 5 contains two bullet points: “Experience with using technologies for content creation” and “Attitude toward technological tools for communication”. Text box 6 contains two bullet points: “Enhancing competitiveness with new tool acquisition” and “Employee-driven investment akin to an on-demand multimedia subscription”. Text box 7 contains two bullet points: “Growing innovative communication orientation of the industry” and “Towards digital marketing content”. Text box 8 contains two bullet points: “Innovative mindset of marketing managers” and “Internal dialogue for innovation discovery and adoption”. Text box 9 contains two bullet points: “Guidelines and standards for using GenAI” and “Copyrights of content”. Text box 10 contains three bullet points: “Layoffs in marketing communication positions”, “The primacy of human quality value”, and “Adaptability and reinvention of jobs and skills”. Text box 11 contains two bullet points: “Content quality” and “Content reliability”. Each text box in the “First-order concepts” section is connected by a rightward arrow to a rectangular box in the “Second order themes” section. The text box 1 is connected to the box labeled “Performance expectancy”. The text box 2 is connected to the box labeled “Social influence”. The text box 3 is connected to the box labeled “Hedonic motivation”. The text box 4 is connected to the box labeled “Effort expectancy”. The text box 5 is connected to the box labeled “Habit”. The text box 6 is connected to the box labeled “Price value”. The text box 7 is connected to the box labeled “Industry openness towards technological innovation”. The text box 8 is connected to the box labeled “Corporate culture”. The text box 9 is connected to the box labeled “Regulatory Compliance”. The text box 10 is connected to the box labeled “Swap risk perception”. The text box 11 is connected to the box labeled “Readiness of technology outputs”. Each box in the “Second order themes” section has a rightward arrow pointing to a rounded rectangle in the “Aggregate dimension” section. The boxes labeled “Performance expectancy”, “Social influence”, and “Hedonic motivation” are connected to the rounded rectangle labeled “Triggers factors of behavioral intention to use GenAI”. The boxes labeled “Effort expectancy”, “Habit”, and “Price value” are connected to the rounded rectangle labeled “Convenience assessment”. The boxes labeled “Industry openness towards technological innovation”, “Corporate culture”, and “Regulatory Compliance” are connected to the rounded rectangle labeled “Facilitating conditions”. The boxes labeled “Swap risk perception” and “Readiness of technology outputs” are connected to the rounded rectangle labeled “Fear of becoming obsolete”.Data structure and codes. Source: Authors’ own work