USING GENERATIVE ARTIFICIAL INTELLIGENCE (GEN AI) FOR TIKTOK CONTENT MARKETING AMONG ONLINE SELLERS: A TECHNOLOGY ACCEPTANCE MODEL PERSPECTIVE
DOI:
https://doi.org/10.35631/AIJBES.827004Keywords:
Generative Artificial Intelligence, Technology Acceptance Model, TikTok Content MarketingAbstract
Artificial Intelligence (AI) is increasingly embedded in digital platforms, enabling frequent, creative, and consistent content generation for social commerce platforms such as TikTok. Generative Artificial Intelligence (Gen AI) in particular supports high-impact content marketing for online sellers. To assess the benefits of Gen AI, this research focuses on users perceived usefulness (PU) and perceived ease of use (PEOU) in content creation, applying the Technology Acceptance Model (TAM) to examine attitudes toward Gen AI adoption among online sellers focusing on TikTok. The study employs a quantitative approach, purposive sampling and collecting data via online surveys. The analysis focuses on individual fashion sellers that responsible for content marketing decisions in TikTok. Standardized Likert-scale instruments, adapted from previous technology adoption and AI research, will measure all latent constructs. Partial Least Squares Structural Equation Modelling (PLS-SEM) will test the proposed research model and hypotheses. By extending TAM to Gen AI adoption in TikTok-based content marketing, this study offers practical guidance for online sellers, platform providers, and AI developers by highlighting the value of Gen AI solutions.
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