Generative AI in the Learning Process: Threat or Tool? Understanding the Role of Self-Esteem and Academic Anxiety in Shaping Student Motivations
Journal of Marketing Education
Published online on June 19, 2025
Abstract
Journal of Marketing Education, Ahead of Print.
The rise of Generative Artificial Intelligence (GenAI) is reshaping higher education, particularly in marketing, where creativity and strategic thinking are essential. To ensure its meaningful integration into learning environments, it is crucial to ...
The rise of Generative Artificial Intelligence (GenAI) is reshaping higher education, particularly in marketing, where creativity and strategic thinking are essential. To ensure its meaningful integration into learning environments, it is crucial to ...