| Title: | Artificial Intelligence (AI) Adoption in Public Relations Practice: A Technology, Organization and Environment (TOE) Framework Analysis of Federal Polytechnic Ugep |
| Author(s): | Mabel Ebri Ewa, Alice Mbang Akpama, Kaanapera Linda Nancy & Chituru Chinonso Mbam |
| Abstract: | The advent of Artificial Intelligence (AI) has become indispensable aspect of everyday lives, especially in higher institutions of learning. The thrust of the study was to examined “Determinants of Artificial Intelligence Adoption in Public Relations Practice: A TOE Framework Analysis of Federal Polytechnic Ugep”. The study was guided by four research objectives and questions. The study adopted a descriptive survey design. Data were collected from 29 PR, ICT and Registry staff using a structured questionnaire and analyzed with weighted means, Findings revealed high AI awareness and intention to adopt, but low current usage. Organizational factors recorded the strongest influence, with top management support and organizational readiness with adoption intention. Complexity was high, indicating AI is easy to use, yet compatibility was low, showing poor fit with existing workflows. Environmental factors and relative advantage also supported adoption. The TOE model explained 88% of variance in adoption intention. The study concludes that organizational support drives AI adoption intention, but workflow incompatibility hinders deployment. It recommends that management redesign PR workflows to fit AI tools, develop an AI policy, and move from training to actual deployment. The study contributes empirical evidence on TOE factors in Nigerian polytechnic PR practice. |
| Keywords: | Artificial Intelligence, TOE framework, Public Relations, Federal Polytechnic Ugep, Technology Adoption. |
| Volume & Issue: | Vol: 14, Issue: 3 |
