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ERIC Number: EJ1471587
Record Type: Journal
Publication Date: 2025-Jun
Pages: 22
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1077-6958
EISSN: EISSN-2161-4326
Available Date: 0000-00-00
Exploring Key Drivers for Embracing Artificial Intelligence in Public Relations Pedagogy
Imran Mazid1; Adrienne Wallace1; Jin Chen1; Sera Choi1
Journalism and Mass Communication Educator, v80 n2 p175-196 2025
Artificial Intelligence (AI) can transform all sectors and daily life, but its integration into Public Relations (PR) education and adoption by PR professors is underexplored. This study examines these factors using the Technology Acceptance Model (TAM), focusing on seven variables: social influence, perceived AI knowledge, trust, emotion, AI self-efficacy, willingness, and behavioral intentions. Survey data analyzed with Hayes' Model 80 in SPSS revealed participants' moderate AI knowledge and its partial integration into PR courses. Social influence, AI knowledge, and emotion significantly drive AI acceptance among PR professors. These findings highlight key considerations for AI integration into PR education.
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub-com.bibliotheek.ehb.be
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Author Affiliations: 1Grand Valley State University, Allendale, MI, USA