Factors influencing the intention to use artificial intelligence for online advertising on social networks

• DOI: 10.31893/multiscience.2025416
• Publication Date: 2025-03-13T17:50:02Z
• Authors: Nguyen Thi Phuong...; Nguyen Binh Phuon...; Nguyen Ho Thien Anh; Doan Nguyen Tra G...; Dang Minh Triet; Thai Dong Tan

The rapid advancement of artificial intelligence (AI) has significantly transformed various industries, including online advertising on social networks. Businesses are increasingly investing in and developing AI-driven strategies. advent Artificial Intelligence been recognized as a revolutionary force across industries fields, with networks regarded prominent trend that is actively being developed invested by businesses. This study was conducted to identify the factors influencing intention utilize AI media platforms. Emphasis placed analyzing impact Personalization, Informativeness, Entertainment, Competitiveness, Performance, Advertising Value, these were examined for their role shaping adopt A comprehensive understanding provided, offering insights into influence decision-making processes related intentions. Such expected assist businesses optimizing strategies enhancing effectiveness reaching target customers. used quantitative research methods through questionnaire survey 350 small medium enterprises qualitative focus group discussion, text analysis rational an effort help understand context depth problem. In addition, Smart PLS techniques structural equation modeling, along descriptive statistics summarize data. Measurement models analyze interpret relationships between variables. findings indicated exert significant use advertising, Entertainment identified most impactful factor positively affecting consumer acceptance. results offer valuable guidance businesses, enabling them leverage effectively, optimize costs, enhance competitiveness, attract larger base loyal potential