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Unveiling barriers and drivers of AI adoption for digital marketing in Malaysian SMEs
Mohammed Enshassi, Robert Jeyakumar Nathan, Soekmawati and Hishamuddin Ismail Journal of Open Innovation: Technology, Market, and Complexity 11(2) 100519 (2025) https://doi.org/10.1016/j.joitmc.2025.100519
Drivers of Artificial Intelligence (AI) Adoption in Tourism Companies: An Empirical Study of Technology Acceptance Model (TAM) Theory