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Today the research area on technology acceptance is mainly dependent on the theory of technology acceptance model (TAM). The TAM was used in this study primarily for the purpose of providing a basis for determining the impact of various external variables on the adoption of edtech platforms. The TAM is a theory of information systems that suggests steps for learners to take as they adopt and use new technologies. The primary TAM variables for adoption of edtech platforms are evaluated in this study: perceived usefulness (PU) and perceived ease of use (PEOU) by using the factors – perceived enjoyment (PE), information quality, electronic-word of mouth (e-WOM), perceived compatibility, computer self-efficacy and objective usability. By analyzing and defining the relationship between the external variables with respect to the adoption of edtech platform among students, we hope to contextualize the TAM model. The end result provides a clearer understanding of TAM and its growth as a useful model for technology adoption studies and for clarifying the relationship between the uptake of edtech platforms and technological acceptability. The study employed a qualitative methodology and selected publications and research papers about the adoption of technology. These were then carefully assessed, analyzed and scrutinized for the terms of how students adopted edtech platforms. It was proposed that the adoption of an edtech platform may result from proper training in technology usage and its application to real-world scenarios.

This chapter examines the potential of solar energy for the development of sustainable tourism in Croatia. Tourism is an important economic activity in the Croatian economy due to the mild climate and many sunny days. Solar energy photovoltaic and thermal systems can help to support sustainable tourism, as well as increase employment and cooperation between local and national governments. This study compares best practices in solar energy for the Mediterranean countries of Italy, Spain, Cyprus, and Greece. The Mediterranean Basin is a strategic development area for the European Union, and solar energy will help to maintain its stability and high-quality standards of living.

This research sought to examine the differential effect of chatbot banking artificial intelligence (AI) on consumer experience in the banking industry. A positivist paradigm was adopted to sample 389 consumers who were previously exposed to chatbot banking in Zimbabwe. A causal research design was employed whilst a quantitative approach was followed. In analysing data, the research study applied the structural equation modelling (SEM) technique. The authors found that chatbot banking significantly improves customer experience (CX) in the banking industry. Reliability and responsiveness of the chatbot need to be enhanced for effective improvements in CX. A need was also identified to enhance CX through the development of an ease-to-use chatbot which is embedded in everyday messaging applications of consumers. A significant association was also found between perceived benefits of chatbot banking and CX. This study informs the development of competitive advantage by banks and other related companies through AI-based CX management strategies. In times of pandemics and beyond, chatbot banking can be very instrumental in improving CX.

It is important to implement artificial intelligence (AI) because it can simplify and solve complex problems faster than humans. Because AI learns about people and their behavior from the first purchase, AI marketing can boost marketing efforts by leveraging data to target extremely precise consumer groups. There is a debate about the efficacy of AI marketing due to the constraints and limits imposed by the system's nature. This chapter presents insights from published studies regarding the relationship of AI with marketing and how AI can affect marketing. A real-world example of Netflix's usage of AI in marketing has been demonstrated. Then, consumer attitudes regarding AI were revealed. Then, several ethical considerations concerning AI were highlighted. Finally, the anticipated future of AI marketing was addressed. This chapter demonstrated the significance of firms implementing AI marketing to get a competitive advantage. Although some of the difficulties mentioned in this study need to be resolved, AI marketing has a bright future. There are ethical concerns about bias and privacy that should be addressed further. This chapter will encourage firms to use AI systems in marketing, and it will open the door to concerns that will need to be investigated academically in the future.

This chapter provides an overview of the strategic implications of chatbot use and implementation, including potential applications in marketing, and factors affecting customer acceptance. After presenting a brief history and a classification of conversational artificial intelligence (AI) and chatbots, the authors provide an in-depth review at the crossroads between marketing, business, and human–computer interaction, to outline the main factors that drive users' perceptions and acceptance of chatbots. In particular, the authors describe technology-related factors and chatbot design characteristics, such as anthropomorphism, gender, identity, and emotional design; context-related factors, such as the product type, task orientation, and consumption contexts; and users-related factors such as sociodemographic and psychographic characteristics. Next, the authors detail the strategic importance of chatbots in the field of marketing and their impact on consumers' perceived service quality, satisfaction, trust, and loyalty. After discussing the ethical implications related to chatbots implementation, the authors conclude with an exploration of future opportunities and potential strategies related to new generative AI technologies, such as ChatGPT. Throughout the chapter, the authors offer theoretical insights and practical implications for incorporating conversational AI into marketing strategies.

For the past few years, in a purely competitive and dynamic environment, the supply chain plays a crucial role to adapt the business as it is very contingent on collaborative integration as well as flexibility. Many specialized applications are implemented to improve the flow control of the supply chain. One of the most important new technological applications in the supply chain is blockchain technology which has garnered the attention of many business owners as this technology can be quickly adapted to the dynamic business environment. Blockchain technology has been gaining importance and acceptability over the past few years. Blockchain technology has found significant success in all fields, including the banking and finance sector, health, manufacturing, transportation, and many others. Recently, the researchers have contributed significantly toward understanding blockchain technology and its application in the organizational and technology-specific factors that play a crucial role in driving its adoption in the supply chain. Blockchain technology plays a vital role to maintain trust among the stakeholder of the supply chain. The purpose of this chapter is to discuss a theoretical framework for blockchain adoption in the supply chain in business. The outcomes of this chapter endorse that companies invest in blockchain technology so that the supply chain becomes more transparent, flexible, and secure. In the end, this chapter has also given contemplations on the security issues of implementing blockchain in the field of collaboration and integration.

This study aimed to determine the impact of Business Intelligence (BI) applications on accounting department contributions to the development and quality assurance of university accounting education in Jordan. A questionnaire was given to accounting faculty members in 25 universities, and the results showed that BI applications had a significant effect on the development and quality assurance of university accounting education. Private universities had a greater impact than public universities. Recommendations of this study include improving awareness of BI applications, focusing on decision support systems in private universities and risk analysis in public universities, and promoting cooperation between public and private universities to achieve excellence in an increasingly competitive global environment.