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Unveiling the Dark Side of Companies Self-Promotion of Artificial Intelligence [abstract]

2024-05-28Documento de conferência Acesso aberto
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dc.contributor.authorVorobeva, Darina
dc.contributor.authorPinto, Diego Costa
dc.contributor.authorGonzález, Hector
dc.contributor.authorAntónio, Nuno
dc.contributor.institutionInformation Management Research Center (MagIC) - NOVA Information Management School
dc.contributor.institutionNOVA Information Management School (NOVA IMS)
dc.date.accessioned2024-11-06T22:23:00Z
dc.date.available2024-11-06T22:23:00Z
dc.date.issued2024-05-28
dc.descriptionVorobeva, D., Pinto, D. C., González, H., & António, N. (2024). Unveiling the Dark Side of Companies Self-Promotion of Artificial Intelligence [abstract]. In Proceedings of the European Marketing Academy (pp. 1-2). Article 119392 European Marketing Academy (EMAC). https://proceedings.emac-online.org/pdfs/A2024-119392.pdf --- This work received partial support from national funds through FCT (Fundação para a Ciência e a Tecnologia) , under the project – UIDB/04152/2020 – Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS and 2021.09496.BD
dc.description.abstractCompanies’ investment in Artificial Intelligence (AI) and its dynamic promotion has been growing rapidly. However, such promotional activities can backfire. This research reveals that companies’ self-promotional activities of AI-based services decrease the customers' willingness to interact with AI-based (vs. human-based) services. The set of studies - Twitter text mining and experimental studies - demonstrate that self-promotion of AI-based technology has a pejorative effect on customers’ willingness to interact with such services and concurrently is perceived as bragging and exaggeration. In contrast, it has a beneficial outcome if self-promotion is done about human-related achievements. The findings suggest self-discrepancy as an underlying factor of such diversion. Lastly, the research provides suggestions to companies on how to diminish customers’ resistance to AI-based services using thinking (vs. feeling) skills.en
dc.description.versionpublishersversion
dc.description.versionpublished
dc.format.extent2
dc.format.extent234609
dc.identifier.otherPURE: 102522695
dc.identifier.otherPURE UUID: 8ae00187-bcb2-4479-9da9-32c71285b925
dc.identifier.otherORCID: /0000-0003-4418-9450/work/171146339
dc.identifier.urihttp://hdl.handle.net/10362/174720
dc.identifier.urlhttps://proceedings.emac-online.org/pdfs/A2024-119392.pdf
dc.language.isoeng
dc.peerreviewedyes
dc.publisherEuropean Marketing Academy (EMAC)
dc.relationinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04152%2F2020/PT
dc.relationInformation Management Research Center
dc.relationhttps://doi.org/10.54499/2021.09496.BD
dc.subjectConsumer Behaviour
dc.subjectDiffusion of Innovations
dc.subjectMarketing Strategy
dc.subjectSDG 8 - Decent Work and Economic Growth
dc.titleUnveiling the Dark Side of Companies Self-Promotion of Artificial Intelligence [abstract]en
dc.typeconference object
degois.publication.firstPage1
degois.publication.lastPage2
degois.publication.titleProceedings of the European Marketing Academy
degois.publication.titleAnnual Conference of the European Marketing Academy (EMAC) 2024
dspace.entity.typePublication
oaire.awardNumberUIDB/04152/2020
oaire.awardTitleInformation Management Research Center
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04152%2F2020/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccess
relation.isProjectOfPublication3274bdb3-4dd3-4bbe-8f74-d34190081f87
relation.isProjectOfPublication.latestForDiscovery3274bdb3-4dd3-4bbe-8f74-d34190081f87

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