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The adoption of artificial intelligence in programmatic advertising in South Africa based on relative ease and usefulness using the diffusion of technology theory
Mini Dissertation (MBA)--University of Pretoria, 2024.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2025
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| _version_ | 1867613553116053504 |
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| access_status_str | Open Access |
| author2 | Myburgh, Suzanne |
| author_browse | Myburgh, Suzanne |
| author_facet | Myburgh, Suzanne |
| collection | Thesis |
| dc_rights_str_mv | © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2024. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/102078 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:58.345Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/102078 The adoption of artificial intelligence in programmatic advertising in South Africa based on relative ease and usefulness using the diffusion of technology theory Myburgh, Suzanne ichelp@gibs.co.za Panday, Adheesha UCTD Artificial intelligence (AI) AI adoption Programmatic advertising Digital transformation Diffusion of technology Mini Dissertation (MBA)--University of Pretoria, 2024. The modern business landscape is undergoing rapid transformation, driven by the fourth industrial revolution, which fundamentally changes customer needs and expectations. The dynamic duo of technological advancement and changing customer expectations has rewritten the rules of the brand-customer engagement model. Customers are now seeking personalised experiences while prioritising data safety and privacy, adding complexity to online interactions. In this digital era, successful brands will be those that balance personalised connection with robust data protection. This research study leveraged the Diffusion of Technology theoretical framework to understand how the adoption of artificial intelligence in programmatic advertising is influenced based on relative ease and usefulness in South African organisations. The extant literature review process revealed that the adoption of artificial intelligence in programmatic advertising is still in a nascent stage in South Africa. Furthermore, programmatic advertising within digital advertising is significantly under-researched. Therefore, this research study has been undertaken to understand the adoption of artificial intelligence in programmatic advertising based on relative ease of use and usefulness. This exploratory study employed a qualitative research approach, conducting 12 semistructured interviews with Google Partners, digital media experts with hands-on experience in artificial intelligence-driven programmatic advertising. Google Partners' expertise made them ideal participants, providing valuable insights into artificial intelligence’s role in programmatic advertising. This study found a significant gap in artificial intelligence adoption for programmatic advertising, driven by marketers' perceptions of AI's usefulness and ease of use. These findings, informed by the Diffusion of Technology theory, highlight key factors influencing marketers' decisions to integrate artificial intelligence into their advertising strategies. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-09: Industry, innovation and infrastructure 2025-04-15T08:04:00Z 2025-04-15T08:04:00Z 2025-05-05 2024-11 Mini Dissertation * A2025 http://hdl.handle.net/2263/102078 en © 2024 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Artificial intelligence (AI) AI adoption Programmatic advertising Digital transformation Diffusion of technology The adoption of artificial intelligence in programmatic advertising in South Africa based on relative ease and usefulness using the diffusion of technology theory |
| title | The adoption of artificial intelligence in programmatic advertising in South Africa based on relative ease and usefulness using the diffusion of technology theory |
| title_full | The adoption of artificial intelligence in programmatic advertising in South Africa based on relative ease and usefulness using the diffusion of technology theory |
| title_fullStr | The adoption of artificial intelligence in programmatic advertising in South Africa based on relative ease and usefulness using the diffusion of technology theory |
| title_full_unstemmed | The adoption of artificial intelligence in programmatic advertising in South Africa based on relative ease and usefulness using the diffusion of technology theory |
| title_short | The adoption of artificial intelligence in programmatic advertising in South Africa based on relative ease and usefulness using the diffusion of technology theory |
| title_sort | adoption of artificial intelligence in programmatic advertising in south africa based on relative ease and usefulness using the diffusion of technology theory |
| topic | UCTD Artificial intelligence (AI) AI adoption Programmatic advertising Digital transformation Diffusion of technology |
| url | http://hdl.handle.net/2263/102078 |