Brijesh Sivathanu
Biographic Data
| ID | 3067724 |
|---|---|
| NAME | Brijesh Sivathanu |
| GIVEN NAMES | Brijesh |
| FAMILY NAME | Sivathanu |
| SIGNATURE | SIVATHANU B |
| AFFILIATIONS | Savitribai Phule Pune University |
| ORCID | 0000-0003-2505-9140 |
| VERIFIED | Yes |
| TOTAL WORKS | 6 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 6 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2020 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
The secret sauce
Riding on the waves of growing popularity, virtual influencers (VIs) are reshaping the influencer marketing landscape. The proliferation of generative AI has further accelerated their commercial adoption, with global brands such as Chanel, Prada, and Balenciaga entering into endorsement deals with these artificial entities. Nevertheless, the extant literature remains fragmented and inconclusive in assessing the effectiveness of such endorsements,…
Cognitive and cultural factors in metaverse acceptance
The burgeoning interest in the metaverse prompts a thorough examination of its adoption determinants. While the Technology Acceptance Model (TAM) has been extensively leveraged for this purpose, disparities in findings across demographics, industries, and cultures exist. Our study conducts a comprehensive meta-analysis, consolidating diverse research to deepen understanding of metaverse acceptance. We assess TAM's efficacy across industries, cult…
Adoption of artificial intelligence (AI) based employee experience (EEX) chatbots
Purpose AI-based chatbots are revamping employee communication in organizations. This paper examines the adoption of AI-based employee experience chatbots by employees. Design/methodology/approach The proposed model is developed using behavioral reasoning theory and empirically validated by surveying 1,130 employees and data was analyzed with PLS-SEM. Findings This research presents the “reasons for” and “reasons against” for the acceptance of AI…
Students' adoption of AI-based teacher-bots (T-bots) for learning in higher education
Purpose The purpose of this paper is to investigate students' adoption intention (ADI) and actual usage (ATU) of artificial intelligence (AI)-based teacher bots (T-bots) for learning using technology adoption model (TAM) and context-specific variables. Design/methodology/approach A mixed-method design is used wherein the quantitative and qualitative approaches were used to explore the adoption of T-bots for learning. Overall, 45 principals/direct…
All that glitters is not gold
Purpose This study aims to examine the tourists' visit intention by watching deepfake destination videos, using Information Manipulation and Media Richness Theory. Design/methodology/approach This study conducted a primary survey utilizing a structured questionnaire. In total, 1,360 tourists were surveyed, and quantitative data analysis was done using PLS-SEM. Findings The results indicate that the factors that affect the tourists' visit intentio…
Adoption of AI-based chatbots for hospitality and tourism
Purpose This study aims to investigate the customers’ behavioral intention and actual usage (AUE) of artificial intelligence (AI)-powered chatbots for hospitality and tourism in India by extending the technology adoption model (TAM) with context-specific variables. Design/methodology/approach To understand the customers’ behavioral intention and AUE of AI-powered chatbots for tourism, the mixed-method design was used whereby qualitative and quant…
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Adoption of AI-based chatbots for hospitality and tourism
Purpose This study aims to investigate the customers’ behavioral intention and actual usage (AUE) of artificial intelligence (AI)-powered chatbots for hospitality and tourism in India by extending the technology adoption model (TAM) with context-specific variables. Design/methodology/approach To understand the customers’ behavioral intention and AUE of AI-powered chatbots for tourism, the mixed-method design was used whereby qualitative and quant…
Adoption of artificial intelligence (AI) based employee experience (EEX) chatbots
Purpose AI-based chatbots are revamping employee communication in organizations. This paper examines the adoption of AI-based employee experience chatbots by employees. Design/methodology/approach The proposed model is developed using behavioral reasoning theory and empirically validated by surveying 1,130 employees and data was analyzed with PLS-SEM. Findings This research presents the “reasons for” and “reasons against” for the acceptance of AI…
Students' adoption of AI-based teacher-bots (T-bots) for learning in higher education
Purpose The purpose of this paper is to investigate students' adoption intention (ADI) and actual usage (ATU) of artificial intelligence (AI)-based teacher bots (T-bots) for learning using technology adoption model (TAM) and context-specific variables. Design/methodology/approach A mixed-method design is used wherein the quantitative and qualitative approaches were used to explore the adoption of T-bots for learning. Overall, 45 principals/direct…
All that glitters is not gold
Purpose This study aims to examine the tourists' visit intention by watching deepfake destination videos, using Information Manipulation and Media Richness Theory. Design/methodology/approach This study conducted a primary survey utilizing a structured questionnaire. In total, 1,360 tourists were surveyed, and quantitative data analysis was done using PLS-SEM. Findings The results indicate that the factors that affect the tourists' visit intentio…
Cognitive and cultural factors in metaverse acceptance
The burgeoning interest in the metaverse prompts a thorough examination of its adoption determinants. While the Technology Acceptance Model (TAM) has been extensively leveraged for this purpose, disparities in findings across demographics, industries, and cultures exist. Our study conducts a comprehensive meta-analysis, consolidating diverse research to deepen understanding of metaverse acceptance. We assess TAM's efficacy across industries, cult…
The secret sauce
Riding on the waves of growing popularity, virtual influencers (VIs) are reshaping the influencer marketing landscape. The proliferation of generative AI has further accelerated their commercial adoption, with global brands such as Chanel, Prada, and Balenciaga entering into endorsement deals with these artificial entities. Nevertheless, the extant literature remains fragmented and inconclusive in assessing the effectiveness of such endorsements,…
Computer Science (5 works) · Psychology (5 works) · Digital Marketing and Social Media (4 works) · AI in Service Interactions (3 works) · Business (3 works) · Knowledge management (3 works) · Organizational and Employee Performance (3 works) · Social Psychology (3 works) · World Wide Web (3 works) · Cognitive psychology (2 works)