Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Mathur, Smriti; Vishnoi, Sushant Kumar; Tripathi, Abhinav Priyadarshi; Panjwani, Niharika Title A name given to the resource Meta AI features on users flow experience and acceptance in the beauty and cosmetics industry: moderating role of Meta AI literacy Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Journal of Systems and Information Technology;pp.1-22 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/JSIT-01-2025-0020" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/JSIT-01-2025-0020</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105027441069?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105027441069?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Mathur S., Christ University, Bengaluru, India; Vishnoi S.K., Department of Marketing, Institute of Management Studies Ghaziabad, Ghaziabad, India; Tripathi A.P., Christ University, Bengaluru, India; Panjwani N., Christ University, Bengaluru, India Description An account of the resource Purpose This study aims to integrate Artificial Intelligence Device Use Acceptance, diffusion of innovation and flow theory to explore the impact of innovation dimensions (primary appraisal) on user flow experience (UFEx) (secondary appraisal) and users willingness to accept Meta artificial intelligence (AI) features (Outcome). The moderating role of Meta AI literacy in the relationships among primary appraisal, secondary appraisal and the outcome were also examined. Design/methodology/approach This study used covariance-based structured equation modelling to analyse the data collected from 383 respondents who use Meta AI features for beauty and cosmetic products on social media. Findings The findings of the study indicates that compatibility and observability positively influence users flow experience, which subsequently impacts users willingness to accept Meta AI features on social media. Furthermore, Meta AI literacy positively moderates the relationship between relative advantage, compatibility, trialability, observability and users flow experience. Originality/value This study introduces a unique framework grounded on Meta AI features in social media, particularly in beauty and cosmetics, contributing to the literature on Meta AI, UFEx and willingness to accept. This research makes a novel attempt to explore how Meta AI literacy shapes the links among primary appraisal, secondary appraisal and outcomes. 2025 Emerald Publishing Limited Subject The topic of the resource Beauty and cosmetic industry; Diffusion of Innovation; Meta AI; Meta AI Literacy; social media; Users Flow experience; Willingness to accept Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 13287265; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online