This study examines factors influencing teachers' intention to adopt Generative AI technologies in education by extending the Technology Acceptance Model (TAM). The proposed comprehensive model incorporates both external factors (exposure to AI information, information credibility, and institutional support) and internal factors (intrinsic motivation and self-efficacy). A survey of 400 teachers reveals that teachers’ exposure to credible AI information positively influences perceptions of Generative AI usefulness, which ultimately impacts their intention to use AI. Importantly, institutional support has both direct and indirect effects on teachers' intention to use AI, with the indirect effect mediated by the internal factors of intrinsic motivation and self-efficacy. This research complements TAM theory by integrating psychological and contextual factors, offering a nuanced framework for understanding Generative AI adoption in educational settings. The findings suggest that for educational leaders and policymakers, developing strategies that allocate resources for infrastructure, technical support, and professional development—such as Generative AI training programs—will be crucial in driving Generative AI adoption among teachers. By addressing both external and internal determinants, this study provides a comprehensive perspective of the dynamics behind technology acceptance in the classroom.

The COVID-19 vaccine has become a strategic vehicle for reducing the spread of the pandemic. However, the uptake of the vaccine by the public is more complicated than simply making it available. Based on social learning theory, this study examines the role of communication sources and institutional trust as barriers and incentives as motivators of people’s attitudes toward vaccination and actual vaccination. Data were collected via an online panel survey among Israelis aged 18–55 and then analyzed using structural equation modeling (SEM). Findings show that social media trust negatively mediates the effect of exposure to information on the vaccine on attitudes toward vaccination. However, mass media trust and institutional trust positively mediate this relationship. Incentives were effective motivators for forming positive attitudes and moderating the effect of institutional trust on attitude toward vaccination. This study facilitates a deeper understanding of health communication theory in pandemics and makes important recommendations for practitioners and policy makers.

Purpose: Grounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive marketing by measuring the effectiveness of social and personal sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested.Design/methodology/approach: Data were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed to consumers who were exposed to the experiment.Findings: A structural path model suggests that the congruence of the social message appeal of sponsored Facebook posts leads directly to psychological engagement that follows affective response. This path elevates an indirect effect toward behavioral engagement. Additionally, it was found that the incongruence of the personal message appeal of sponsored Facebook posts leads directly to behavioral engagement.Originality/value: The novelty of the current research focuses on the unexplored subject of sponsored Facebook post message appeal effectiveness. Based on U&G theory applied to social media and the (in)congruence approaches, the study suggests a new dichotomy of message appeal for digital advertising, i.e. social vs. personal message strategies. Consumer engagement with the two appeals adds value to theory and practice by conceptualizing the effect of sponsored post content strategies on consumer engagement in Facebook while incorporating ad content with a hierarchical process.