Artificial Intelligence Adoption in Marketing and Its Impact on Innovation and Firm Performance

Zhang, Qi (2026) Artificial Intelligence Adoption in Marketing and Its Impact on Innovation and Firm Performance. PhD thesis, University of Leeds.

Metadata

Supervisors: Najafi-Tavani, Zhaleh and Zaefarian, Ghasem and Menguc, Bulent
Keywords: Artificial Intelligence, Resource-based View, Scale Development, Mechanical AI, Thinking AI, Radical Innovation, Incremental Innovation, Firm Performance
Awarding institution: University of Leeds
Academic Units: The University of Leeds > Leeds University Business School
Date Deposited: 14 May 2026 15:48
Last Modified: 14 May 2026 15:48
Open Archives Initiative ID (OAI ID):

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