Publicação
The Impact of AI Adoption in Marketing Workflows: Exploring Workforce Productivity, Satisfaction, and Role Adaptation: The Influence of Perceived Usefulness and Job Insecurity on Employee Experience
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Vorobeva, Darina | |
| dc.contributor.author | Angjeliu, Ana | |
| dc.date.accessioned | 2025-11-07T14:54:58Z | |
| dc.date.available | 2025-11-07T14:54:58Z | |
| dc.date.issued | 2025-10-28 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence | pt_PT |
| dc.description.abstract | With the rapid integration of artificial intelligence (AI) across industries, marketing professionals are increasingly required to adapt to AI-driven changes in workflows, decisionmaking, and performance metrics. While AI’s organizational impact has been widely studied, limited research has addressed how it affects employee experiences in specific domains such as marketing. This study investigates the influence of AI adoption on job productivity, job satisfaction, and role adaptation among marketing professionals. A quantitative research design was employed, surveying 141 marketing professionals using validated measurement scales. Results show that AI adoption significantly improves job productivity and role adaptation, with perceived usefulness mediating these relationships. However, job insecurity did not significantly moderate the relationship between AI adoption and job satisfaction. These findings provide new insights into how marketing professionals perceive and respond to AI, offering implications for managerial strategies and future AI implementation in creative and data-driven domains. | pt_PT |
| dc.identifier.tid | 204071054 | |
| dc.identifier.uri | http://hdl.handle.net/10362/190278 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Artificial Intelligence | pt_PT |
| dc.subject | Marketing | pt_PT |
| dc.subject | Workforce Transformation | pt_PT |
| dc.subject | Job Satisfaction | pt_PT |
| dc.subject | Role Adaptation | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.subject | SDG 9 - Industry, innovation and infrastructure | pt_PT |
| dc.title | The Impact of AI Adoption in Marketing Workflows: Exploring Workforce Productivity, Satisfaction, and Role Adaptation: The Influence of Perceived Usefulness and Job Insecurity on Employee Experience | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Intelligence | pt_PT |