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The Influence of AI Use on Innovativeness in Higher Education Institutions

Author

Listed:
  • Thérese Roux

    (Department of Marketing, Supply Chain Management and Sport Management, Tshwane University of Technology, South Africa)

Abstract

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic diff erences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The fi ndings revealed that South African males are signifi cantly less satisfi ed with marketing communication practices compared to females. Consumers earning lower income were signifi cantly less positive towards marketing in general as well as product quality, price, and selling practices. Afrikaans-speaking consumers’ attitudes were less positive towards marketing communication. The fi nding can guide the marketing industry to advance its image by adjusting its practices and coordinating with the government and other stakeholders to collaborate.

Suggested Citation

  • Thérese Roux, 2023. "The Influence of AI Use on Innovativeness in Higher Education Institutions," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(17), pages 1-16.
    • Handle: RePEc:sgm:jmcbem:v:2:i:17:y:2023:p:1-21
    DOI: 10.7172/2449-6634.jmcbem.2023.2.1
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    Keywords

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    JEL classification:

    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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