MA (Master of Arts)
Brand and Media Strategy
Date of Award
Committee Chair or Co-Chairs
Stephen Marshall, A. Chase Mitchell
Artificial intelligence (AI) continues to gain traction and is increasingly reshaping the media and marketing communications field. While significant research has been conducted on the impact of AI in other fields, there is little empirical evidence on how AI is affecting the customer journey. The present study explored both organizations’ current use of AI tools and how customer perceptions about AI affect AI usage and adoption through the lens of diffusion of innovation theory. The research was conducted using mixed-method qualitative research. In-depth interviews and a case study content analysis were conducted to collect and analyze the data. The results suggest that consumer perceptions about AI impact levels of adoption when AI is recognized, but there appears to be cognitive dissonance regarding what constitutes AI and complicit acceptance of some of its benefits. Companies in different geographical locations have different levels of AI adoption along the diffusion of innovation stages.
Thesis - embargo
Munyengeterwa, Tariro S., "The Impact of Artificial Intelligence in the Customer Journey: A Case Study of Bosch USA and Defy South Africa" (2021). Electronic Theses and Dissertations. Paper 3870. https://dc.etsu.edu/etd/3870
Copyright by the authors.
Available for download on Saturday, March 29, 2025
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