The adoption of artificial intelligence in programmatic advertising in South Africa based on relative ease and usefulness using the diffusion of technology theory

dc.contributor.advisorMyburgh, Suzanne
dc.contributor.emailichelp@gibs.co.zaen_US
dc.contributor.postgraduatePanday, Adheesha
dc.date.accessioned2025-04-15T08:04:00Z
dc.date.available2025-04-15T08:04:00Z
dc.date.created2025-05-05
dc.date.issued2024-11
dc.descriptionMini Dissertation (MBA)--University of Pretoria, 2024.en_US
dc.description.abstractThe modern business landscape is undergoing rapid transformation, driven by the fourth industrial revolution, which fundamentally changes customer needs and expectations. The dynamic duo of technological advancement and changing customer expectations has rewritten the rules of the brand-customer engagement model. Customers are now seeking personalised experiences while prioritising data safety and privacy, adding complexity to online interactions. In this digital era, successful brands will be those that balance personalised connection with robust data protection. This research study leveraged the Diffusion of Technology theoretical framework to understand how the adoption of artificial intelligence in programmatic advertising is influenced based on relative ease and usefulness in South African organisations. The extant literature review process revealed that the adoption of artificial intelligence in programmatic advertising is still in a nascent stage in South Africa. Furthermore, programmatic advertising within digital advertising is significantly under-researched. Therefore, this research study has been undertaken to understand the adoption of artificial intelligence in programmatic advertising based on relative ease of use and usefulness. This exploratory study employed a qualitative research approach, conducting 12 semistructured interviews with Google Partners, digital media experts with hands-on experience in artificial intelligence-driven programmatic advertising. Google Partners' expertise made them ideal participants, providing valuable insights into artificial intelligence’s role in programmatic advertising. This study found a significant gap in artificial intelligence adoption for programmatic advertising, driven by marketers' perceptions of AI's usefulness and ease of use. These findings, informed by the Diffusion of Technology theory, highlight key factors influencing marketers' decisions to integrate artificial intelligence into their advertising strategies.en_US
dc.description.availabilityUnrestricteden_US
dc.description.degreeMBAen_US
dc.description.departmentGordon Institute of Business Science (GIBS)en_US
dc.description.facultyGordon Institute of Business Science (GIBS)en_US
dc.description.sdgSDG-09: Industry, innovation and infrastructureen_US
dc.identifier.citation*en_US
dc.identifier.otherA2025en_US
dc.identifier.urihttp://hdl.handle.net/2263/102078
dc.language.isoenen_US
dc.publisherUniversity of Pretoria
dc.rights© 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.
dc.subjectUCTDen_US
dc.subjectArtificial Intelligenceen_US
dc.subjectAdoptionen_US
dc.subjectProgrammatic Advertisingen_US
dc.subjectDigital Transformationen_US
dc.subjectDiffusion of Technologyen_US
dc.titleThe adoption of artificial intelligence in programmatic advertising in South Africa based on relative ease and usefulness using the diffusion of technology theoryen_US
dc.typeMini Dissertationen_US

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