The relationship between organizational AI adoption and marketing employees’ approach-avoidance job crafting A cross-sectional study on marketing employees’ appraisal and job crafting as a result of organizational AI adoption
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2025-06-27
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en
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As Artificial Intelligence (AI) implementation is rising, understanding how employees respond to AI adoption is important. The marketing profession experiences one of the biggest implementations which result in a possible change of job characteristics. This study investigates how marketing employees appraise this organizational AI adoption, as either a challenge or a hindrance, resulting in two distinct job crafting behaviors: approach and avoidance job crafting. Building on the transactional theory of stress, this study examines whether appraisal mediates the relationship between organizational AI adoption and job crafting, and whether the specific role of marketing employees moderates this effect.
A cross-sectional survey was conducted among 55 marketing professionals using PROCESS model 7 resulting in moderated mediation analyses. The results showed that AI adoption did not directly predict challenge or hindrance appraisal and that different marketing roles did not have a significant influence. However, challenge appraisal was significantly positively related with approach crafting, while hindrance appraisal was significantly positively related with avoidance crafting. These findings have theoretical and practical implications.
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Faculteit der Managementwetenschappen