Loading...
Beyond ease and usefulness: a TAM perspective on marketing lecturers' adoption of generative AI
Khan, Imran Maqbool Refat, Nadia Ahmed, Wasim Akanbi, Lukman Adewale
Khan, Imran Maqbool
Refat, Nadia
Ahmed, Wasim
Akanbi, Lukman Adewale
Editors
Other contributors
Affiliation
Epub Date
Issue Date
2026-04-21
Submitted date
Files
Alternative
Abstract
Purpose
Over the years, marketing higher education has undergone a profound transformation due to advances in digital technology. Gen AI technology has progressively become more important both for teachers and students in marketing education. This study explores the use of Gen AI by marketing lecturers in higher education institutions (HEIs). We use the technology acceptance model (TAM) as a theoretical foundation. Using TAM, this study explores how marketing lecturers perceive Gen AI in improving teaching effectiveness and efficiency and how easy they find it in integrating it within their teaching practices.
Design/methodology/approach
The study employed online structured interviews to understand the adoption of Gen AI followed by a team-based thematic analysis method. A total of 22 structured interviews were conducted with marketing lecturers from different UK universities. Convenience and snowball sampling were used to shortlist the interviewees. Finally, team-based thematic analysis was performed.
Findings
The results show that HEIs lecturers see Gen AI for supporting teaching, developing marketing activities and structuring content. Secondly, marketing lecturers are using Gen AI to create assignment support video guidance and to provide generic feedback. Finally, marketing lecturers use Gen AI for administrative tasks.
Research limitations/implications
This study extends the literature on Gen AI and marketing higher education. This study also brings the social media data to understand the trends. Moreover, this study extends the TAM model. There are limitations, including specific geographical location, methodology and analysis techniques.
Originality/value
This study extends the literature on Gen AI and marketing higher education. This study also brings the social media data to understand the trends. Moreover, this study extends the TAM model. This study also guides the senior management in universities to invest more in the training of the marketing lecturers to effectively integrate Gen AI in education. Finally, this study explores the ethical use of Gen AI in teaching, assessments and feedback.
Citation
Khan, I.M., Godwin, E.S., Refat, N., Ahmed, W., Akanbi, L.A. (2026) Beyond ease and usefulness: a TAM perspective on marketing lecturers' adoption of generative AI. International Journal of Information and Learning Technology, 43 (3), pp. 223–240. https://doi.org/10.1108/IJILT-12-2024-0291
Publisher
Research Unit
PubMed ID
PubMed Central ID
Embedded videos
Additional Links
Type
Journal article
Language
en
Description
This is an author's accepted manuscript of an article published by Emerald on 21/04/2026, available online: https://doi.org/10.1108/IJILT-12-2024-0291
The accepted manuscript may differ from the final published version.
Series/Report no.
ISSN
2056-4880
EISSN
2056-4899