Generative AI and Media Content Creation: Investigating the Factors Shaping User Acceptance in the Arab Gulf States
| dc.contributor.author | Ali, Mahmoud Sayed Mohamed | |
| dc.contributor.author | Abdelhamid, Amr Mohamed Mahmoud | |
| dc.contributor.author | Wasel, Khaled Zaki AbuElkhair | |
| dc.date.accessioned | 2025-09-15T08:45:31Z | |
| dc.date.available | 2025-09-15T08:45:31Z | |
| dc.date.issued | 2024 | |
| dc.description | Information technology has undergone rapid advancement in recent years, driven in part by artificial intelligence (AI) and related technologies and applications. This progress has been particularly notable since the rise of generative AI (GenAI), which uses advanced algorithms to analyse data patterns and use that information to create various types of new content, including text, images, sounds, videos, and code (Michel-Villarreal et al. 2023). Major technology companies, such as Microsoft and Google, have begun to compete in launching GenAI applications. OpenAI, supported by Microsoft, announced the interactive chatbot ChatGPT in November 2022; Google launched the Google Bard application, and other applications have since appeared, such as Midjourney AI for photos, which is also owned by OpenAI (Feuerriegel et al. 2023). | |
| dc.description.abstract | This article aims to investigate the factors that affect behavioural intention (BI) and user behaviour (UB) among Arabian users of generative artificial intelligence (GenAI) applications in the context of media content creation. The study’s theoretical framework is grounded in the unified theory of acceptance and use of technology (UTAUT2). A sample of 496 users was analysed using the partial least squares structural equation modelling technique (PLS-SEM). The results revealed that BI is significantly influenced by performance expectancy, effort expectancy, social influence, hedonic motivation, habit, and user trust, with hedonic motivation having the greatest impact. In terms of UB, facilitation conditions, habit, user trust, and BI were all found to have a positive and significant impact. This study contributes to the existing theory on the utilisation of GenAI applications by organising findings pertaining to the use of AI technology for media content creation. Keywords: generative AI, media content, Arabian Gulf, UTAUT2, technology acceptance | |
| dc.identifier.citation | Ali, M. S. M., Wasel, K. Z. A., & Abdelhamid, A. M. M. (2024). Generative AI and media content creation: Investigating the factors shaping user acceptance in the Arab gulf states. Journalism and Media, 5 (4), 1624–1645. | |
| dc.identifier.doi | https://doi.org/10.3390/journalmedia5040101 | |
| dc.identifier.uri | https://repository.adu.ac.ae/handle/1/7463 | |
| dc.language.iso | en | |
| dc.publisher | Multidisciplinary Digital Publishing Institute (MDPI) | |
| dc.title | Generative AI and Media Content Creation: Investigating the Factors Shaping User Acceptance in the Arab Gulf States | |
| dc.type | Article |