Impact of AI Technology Disruption on Turnover Intention of Employees in Digital Marketing
AI technology disruption; digital marketing industry; job insecurity; job mobility; turnover intention
The rapid integration of AI technology into the digital marketing sector has prompted a need to understand its effects on employee perspectives and behaviors. This study investigates how AI adoption influences job insecurity, turnover intention, and job mobility among digital marketing professionals. Addressing concerns about AI rendering roles obsolete is crucial for fostering a supportive work environment. Turnover intention, influenced by AI adoption and potential job dissatisfaction, offers insights into employees' commitment to the industry. Job mobility, influenced by growth prospects and alignment with AI-driven workplaces, sheds light on career aspirations. Our study involving 303 employees of digital marketing industry in India reveals that AI disruption significantly impacts turnover intention, with job insecurity mediating this effect. Additionally, mistreatment by superiors increases turnover intention. Overall, this research underscores the profound impact of AI technology on employees' attitudes, behaviors, and career decisions in digital marketing, providing valuable insights into their perceptions and engagement 2024 IEEE.
TQCEBT 2024 - 2nd IEEE International Conference on Trends in Quantum Computing and Emerging Business Technologies 2024
Institute of Electrical and Electronics Engineers Inc.
Premnath H., Christ (Deemed to Be University), Pune, India; Lohani R., Christ (Deemed to Be University), Pune, India