Decoding Gen Z: AI's influence on brand trust and purchasing behavior

Guerra-Tamez, Cristobal Rodolfo; Kraul Flores, Keila; Serna-Mendiburu, Gabriela Mariah; Chavelas Robles, David; Ibarra Cortés, Jorge

doi:10.3389/frai.2024.1323512

Cited by 4 publications

(1 citation statement)

References 98 publications

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“…As Jang et al (2022); Yang (2004) disclosed, HRD and AE are inseparable disciplines, as they draw inspirations in concepts and theories from various social science and management related disciplines in complementing the efforts of each other, with a focus on advancing research and practice for the greater good of adult educators and learners, including the general workforce and organisations. With limited knowledge on AI technologies, adult educators and learners along with other members of the workforce who were born before the emergence of advanced technologies, will find it difficult to compete with those in the categories of Generation Z and Alpha (Culp-Roche et al, 2020;Guerra-Tamez et al, 2024;Pearcy, 2023). Therefore, with intervention from HRD, AE educators and learners will become informed and have their knowledge, competencies, abilities, talents, and careers improved, which is on account of the creative teaching and learning techniques enhanced using the mechanisms of training and development.…”

Section: Human Resource Development and Adult Education In The Age Of...mentioning

confidence: 99%

Adult Education in the Age of Artificial Intelligence: The Human Resource Development Perspective

Osolase,

Mohd Rasdi,

Mansor

et al. 2024

IJARBSS

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As the future of teaching, learning, and workplace environment changes due to the evolution and advancement of artificial intelligence (AI) and interconnected technologies, it is required that human resource development (HRD) scholars and practitioners intervenes for a successful transition. In deploying the use of narrative review technique, which led to the evaluation of several related literatures published between 1988 and 2024 in various academic and professional platforms and connected to the study's objective, this article brings forth a new perspective which was able to interconnect the fields of HRD with that of adult education (AE) and AI. In spite of global affirmation which acknowledges HRD as a field and practice whose expertise is responsible for the development of new knowledge and reskilling of adult educators and learners, in addition to the workforce, HRD is yet to contribute to the scholarly discourse linking AE to AI in the age of digitalising learning and education, which is because of the need to adapt to new technologies through continuous enhancement of learning and development. As its intervention will help in the transformation of adult pedagogy to be in tune with today's and tomorrow's learning and work environments. With the expertise of HRD, the capabilities of adult educators and the knowledge of learners will be developed, with the intention that theoretical and practical knowledge and competencies on AI technologies will be acquired by all stakeholders in the AE domain. As a proactive discipline with a multidisciplinary outlook which transcends the social and management sciences, it is necessary to utilise its know-how for promoting awareness and developing new competencies on AI technologies among adult educators and learners, as this is required for seamless transition on integrating AI into AE teaching and learning curriculum. Through this method, AE educators and learners will have their

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Section: Human Resource Development and Adult Education In The Age Of...mentioning

confidence: 99%

Adult Education in the Age of Artificial Intelligence: The Human Resource Development Perspective

Osolase,

Mohd Rasdi,

Mansor

et al. 2024

IJARBSS

View full text Add to dashboard Cite

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Harnessing green purchase intention of generation Z consumers through green marketing strategies

Aldaihani,

Islam,

Saatchi

et al. 2024

Bus Strat Dev

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Drawing on value‐belief‐norm theory and the theory of planned behavior, this study examines the gap between the application of green marketing strategies and their effectiveness in harnessing green purchase intentions through green attitudes and the use of generative artificial intelligence (AI) by Generation Z consumers. This study explores a mediated moderating model using partial least squares structural equation modeling with data collected from 357 randomly selected Generation Z consumers. The results reveal that among three green marketing strategies—green advertising, green labeling, and green packaging—only green packaging has a direct and positive influence on purchase intention, while the others do not. Moreover, green attitude has been found to be a positive and significant mediator in the relationship between green marketing strategies and purchase intention. This suggests that green marketing strategies cannot directly spark green purchase intentions; instead, the effectiveness of these depends on intervening variables like green attitude. Furthermore, the study also shows that the use of generative AI by young consumers enhances the positive role of green attitude toward purchase intention. Based on the findings, implications for theory and practice are provided, followed by arguments on research limitations and directions for future studies.

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Artificial Intelligence in Retail Marketing: Research Agenda Based on Bibliometric Reflection and Content Analysis (2000–2023)

Haque,

Akther,

Khan

et al. 2024

Informatics

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Artificial intelligence (AI) is fundamentally transforming the marketing landscape, enabling significant progress in customer engagement, personalization, and operational efficiency. The retail sector has been at the forefront of the AI revolution, adopting AI technologies extensively to transform consumer interactions, supply chain management, and business performance. Given its early adoption of AI, the retail industry serves as an essential case context for investigating the broader implications of AI for consumer behavior. Drawing on 404 articles published between 2000 and 2023, this study presents a comprehensive bibliometric and content analysis of AI applications in retail marketing. The analysis used VOSviewer (1.6.20.0 version) and Bibliometrix (version 4.3.1) to identify important contributors, top institutions, and key publication sources. Co-occurrence keyword and co-citation analyses were used to map intellectual networks and highlight emerging themes. Additionally, a focused content analysis of 50 recent articles was selected based on their relevance, timeliness, and citation influence. It revealed six primary research streams: (1) consumer behavior, (2) AI in retail marketing, (3) business performance, (4) sustainability, (5) supply chain management, and (6) trust. These streams were categorized through thematic relevance and theoretical significance, emphasizing AI’s impact on the retail sector. The contributions of this study are twofold. Theoretically, it integrates existing research on AI in retail marketing and outlines future research in areas such as AI’s role in the domain of consumer behavior. From an empirical standpoint, the study highlights how AI can be applied to enhance customer experiences and improve business operations.

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Decoding Gen Z: AI's influence on brand trust and purchasing behavior

Cited by 4 publications

References 98 publications

Adult Education in the Age of Artificial Intelligence: The Human Resource Development Perspective

Adult Education in the Age of Artificial Intelligence: The Human Resource Development Perspective

Harnessing green purchase intention of generation Z consumers through green marketing strategies

Artificial Intelligence in Retail Marketing: Research Agenda Based on Bibliometric Reflection and Content Analysis (2000–2023)

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