Issue 37, Winter/Spring 2024 https://doi.org/10.70090/MH24RVSP Abstract The integration of artificial intelligence (AI) into media has rendered it crucial to comprehend public acceptance of this technology. The four comprehensive models developed and tested in this research employ structural equation modelling, which offers a thorough analysis of the factors influencing public acceptance …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/AAS24AAI Abstract This study analyzes trends in Arab literature that address the use of artificial intelligence (AI) technology in mass media. The research relies on a meta-analysis, or secondary analysis, and incorporates both quantitative and qualitative approaches. The study examines all Arab media studies conducted in …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/SS24EYVR Abstract This paper explores the Once Upon a Time in Palestine XR Documentary as a case study to investigate the potential of virtual and augmented reality technologies in reshaping historical narratives through immersive stories that engage youth with history. The documentary recounts the oral history …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/AFA24DDI Abstract The study explores the artificial intelligence (AI) divide in Egypt while considering the moderating influence of age/generation. The research compares digital natives born in the digital age vis-à-vis digital immigrants who grew up in less technologically adapted environments. The study uses the UTAUT2 model …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/ES24EAII Abstract  This study aims to understand the perspectives and experiences regarding AI adoption in the daily work of Omani media professionals. This research, which explores the prospects, pitfalls, and consequences of AI integration in media production and distribution within Oman, focuses on those involved in …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/SSDE24CM Abstract The proliferation of artificial intelligence (AI) technologies has revolutionized business. Simultaneously, marketers have benefited tremendously from this technology, which has enhanced digital marketing capacities. This is achieved by AI analyzing individual consumer data and purchasing behavior to target specific products that suit personal preferences, …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/ON24CTJJ Abstract Artificial intelligence (AI) is a tremendous technological advancement that impacts journalism. The expansion of AI throughout the news industry could help manage routine tasks traditionally performed by journalists, which unburdens journalists from mundane tasks and allows them to reallocate their time to other novel …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/EOA24UCA Abstract This study examines the impact that promotional chatbot advertisements have on the behavioral response of users.  The study relied on a survey approach, which was achieved via a questionnaire that was distributed to a deliberate sample of four hundred individuals who interacted electronically with …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/AMEN24AI Abstract This experimental study investigates the attitudes of journalists towards written content that is generated by artificial intelligence (AI) when compared to human-written journalistic pieces. The methodology utilized a comparative experiment that relied upon four journalists and three AI platforms, which respectively wrote an article …

Issue 37, Winter/Spring 2024 https://doi.org/10.70090/MH24UAIT Abstract The study examines the impact of Artificial Intelligence (AI) techniques (e.g., chatbots, targeting ads, data analysis, marketing automation, etc.) on an online store’s brand equity, which includes components of brand awareness, brand image, brand association, perceived quality of the brand, and brand loyalty. The …