ChatGPT Adoption in Marketing: Exploring Drivers and Barriers through Behavioral Reasoning Theory

Recent advancements in Generative Artificial Intelligence (GAI) have paved the way for developing sophisticated language models such as ChatGPT, which are widely employed across various areas, including marketing. However, despite its benefits in marketing, little attention has been paid to understanding the factors influencing ChatGPT adoption among marketing professionals. Also, existing literature tends to focus more on the advantages of ChatGPT, while there is a paucity of studies focusing on potential barriers to its adoption. To fill these gaps, a framework was developed using Behavioral Reasoning Theory and validated through a survey of 390 marketing experts. The study finds that marketers' reasons for (against) positively (negatively) influence their attitude and adoption intention toward ChatGPT, and uncertainty avoidance as a cultural value significantly affects marketers' attitudes and reasoning. Furthermore, this study highlights digital literacy's moderating role, intensifying the negative relationship between "reasons against" and the intention to adopt ChatGPT, though it does not significantly affect the association between "reasons against" and attitude. Additionally, the findings offer managerial guidance for facilitating the adoption of GAI tools.