Beyond the Buzzword: Unleashing Gemini’s Potential for Creating High-Performing Marketing Content

Ishtiaq Ahmed Malik; Zeb Un Nisa; Sayyed Adnan Shabbir; Josef Hynek; Urooj Zulfiqar; Ahsan Akbar

doi:10.37965/jait.2025.0898

Beyond the Buzzword: Unleashing Gemini’s Potential for Creating High-Performing Marketing Content

Authors

Ishtiaq Ahmed Malik Department of Business Administration, IQRA University Chak Shahzad Campus https://orcid.org/0000-0002-2549-0240
Zeb un Nisa College of Management, Shenzhen University https://orcid.org/0000-0002-0735-320X
Sayyed Adnan Shabbir Department of Business Administration, IQRA University Chak Shahzad Campus https://orcid.org/0000-0002-7454-6220
Josef Hynek Faculty of Informatics and Management, University of Hradec Kralove https://orcid.org/0000-0002-8443-0256
Urooj Zulfiqar Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia (UTM)
Ahsan Akbar International Business School, Guangzhou City University of Technology; Faculty of Informatics and Management, University of Hradec Kralove; https://orcid.org/0000-0001-7506-6416

DOI:

https://doi.org/10.37965/jait.2025.0898

Keywords:

AI chatbots, knowledge-sharing motivation, perceived ease of use, perceived usefulness, Technology Acceptance Model

Abstract

This study investigates the adoption of Gemini, an AI-powered chatbot, in the tourism and hospitality industry by extending the Technology Acceptance Model (TAM). The research introduces knowledge-sharing motivation (KSM) as a key mediating variable to better understand user intentions. A conceptual framework was developed incorporating perceived ease of use (PEOU), perceived usefulness (PU), user satisfaction (US), and KSM. Data were collected from 342 AI users in Pakistan and analyzed using structural equation modeling and bootstrapping techniques. The results confirm that PEOU, PU, and US significantly influence the intention to use Gemini. Additionally, KSM plays a mediating role in these relationships, reinforcing its importance in the extended TAM framework. This research advances TAM by integrating KSM, offering new insights into AI-driven customer engagement. It provides practical implications for the design and implementation of intuitive, beneficial, and collaborative AI interfaces in the tourism and hospitality sector.