The implementation of Artificial Intelligence (AI) technology in the customer acquisition process is an emerging reality in the business realm. This study aims to explore the drivers and barriers that lead CEOs intention to use artificial intelligence (AI) for customer acquisition process Drawing on the technology adoption literature, this study explores empirically which factors influence the intention to use AI for customer acquisition strategies using data from a survey with the participation of 409 CEOs. The results reveal that for them organizational (performance expectancy, effort expectancy, facilitating conditions and perceived economic value) and microenvironmental aspects (social influence) are the most significant criteria for making the decision to adopt it, while personal (anxiety towards AI) and macroenvironmental aspects (green behavior) are not significant. Both factors, perceived economic value and facilitating conditions are the two major drivers for adopting AI to improve customer acquisition processes.

While the literature on esports is growing exponentially, little work has been undertaken into understanding the reasons that lead viewers to buy sponsored products and demonstrate engaged and loyal behaviours towards players and brands. Based on social identity theory, this work explores the effects of viewers´ identification with players/teams and viewer communities on their purchase intentions, behavioural engagement and behavioural loyalty. Based on responses made by 396 esports viewers, a theoretical model is validated using PLS-SEM. The results indicate that viewers’ identification with esports players/teams influences their identification with communities, which affects three viewer behaviours: intention to buy sponsoring brands, behavioural engagement and behavioural loyalty towards the player and/or team. Viewers’ identification with the community mediates the effects of their identification with players and teams. This is among the first studies to use social identity theory to explain the behaviours of esports’ viewers towards esports, players, teams and sponsoring brand.

This study identifies the strategic determinants of intention to use m-payment and explores how the information and availability of a mobile payment service impact on the intention to use it from a holistic perspective. Specifically, it is studied the effect of perceived ease of use, perceived security, perceived usefulness, perceived compatibility, and subjective norms in a context where mobile payment was not yet available. The research model is empirically tested through a field experimental design with 437 potential users in Spain. The results show that perceived security, perceived usefulness, perceived compatibility, and subjective norms have a significant effect on the intention to use. Especially, subjective norms play a key role if the user has the opportunity to use the mobile payment and receive adequate information. This paper also provides implications to mobile payments industry and to theoretical field of technology adoption. According to the results, it is recommended that FinTechs and companies dedicated to the development of payment systems devote efforts to increasing the compatibility of these systems with users’ lifestyles not only from a digital but also from a physical perspective. In addition, they should continue to look for ways to make users feel secure and see in this means of payment some utility that fits their needs. Finally, all these efforts must be transmitted to the consumer so that they can generate positive word-of-mouth among their acquaintances to encourage mobile payment adoption.