Generative AI Adoption and Marketing Performance in Digital Finance: The Mediating Role of Digital Product Innovation (Journal of Global Social Transformation)

Summary

• The study targets a sample of 335 respondents working in banks, FinTech companies and digital financial institutions in Pakistan.p.1
• The proposed sample includes 45 respondents each from Habib Bank Limited, JazzCash and Easypaisa.p.7
• The reported correlation between Generative AI adoption and marketing performance is r = 0.624.p.9
• The reported correlation between Generative AI adoption and digital product innovation is 0.587.p.10
• The indirect effect through digital product innovation is 0.247, with a 95% bootstrap confidence interval from 0.160 to 0.345.p.10

Key insights

1. The direct effect of Generative AI adoption on marketing performance remains significant at 0.377 after including the mediator.p.10
2. Digital product innovation has a positive effect on marketing performance, with a path coefficient of 0.421.p.10
3. Cronbach's alpha values for the three constructs range from 0.861 to 0.892.p.9
4. The largest age group among respondents is 26–35 years at 40.0%.p.8
5. Digital banking and FinTech personnel make up 30.1% of respondents.p.8
6. The authors state that final results on the relationships and mediation should rest on the survey data and statistical results actually obtained.p.12