The influence of social norms and word-of-mouth marketing on behavioral intention and behavioral use of generative AI chatbots among university students

Marco Arbulu Ballesteros; Benicio Gonzalo Acosta-Enriquez; María de los Ángeles Guzmán Valle; Jahaira Eulalia Morales-Angaspilco; Juan Carlos Callejas Torres; Jorge Eduardo Luján López; Luz Elvira Blanco- García; Hugo Daniel García Juárez; Olger Huamaní Jordan

doi:10.1016/j.chbr.2025.100760

The influence of social norms and word-of-mouth marketing on behavioral intention and behavioral use of generative AI chatbots among university students

Marco Arbulu Ballesteros
, Benicio Gonzalo Acosta-Enriquez
, María de los Ángeles Guzmán Valle
, Jahaira Eulalia Morales-Angaspilco
, Juan Carlos Callejas Torres
, Jorge Eduardo Luján López
, Luz Elvira Blanco- García
, Hugo Daniel García Juárez
, Olger Huamaní Jordan

Research output: Contribution to journal › Article › peer-review

2 Scopus citations

Original language	English
Article number	100760
Journal	Computers in Human Behavior Reports
Volume	19
DOIs	https://doi.org/10.1016/j.chbr.2025.100760
State	Published - 1 Aug 2025

Access to Document

10.1016/j.chbr.2025.100760

Cite this

Ballesteros, M. A., Acosta-Enriquez, B. G., Valle, M. D. L. Á. G., Morales-Angaspilco, J. E., Callejas Torres, J. C., Luján López, J. E., Blanco- García, L. E., García Juárez, H. D., & Jordan, O. H. (2025). The influence of social norms and word-of-mouth marketing on behavioral intention and behavioral use of generative AI chatbots among university students. Computers in Human Behavior Reports, 19, Article 100760. https://doi.org/10.1016/j.chbr.2025.100760

@article{0d1bfebc18bc4666b43b8ec5db3da249,

title = "The influence of social norms and word-of-mouth marketing on behavioral intention and behavioral use of generative AI chatbots among university students",

keywords = "Educational chatbots, Higher education, Social norms, Technology adoption, Word-of-mouth marketing",

author = "Ballesteros, \{Marco Arbulu\} and Acosta-Enriquez, \{Benicio Gonzalo\} and Valle, \{Mar{\'i}a de los {\'A}ngeles Guzm{\'a}n\} and Morales-Angaspilco, \{Jahaira Eulalia\} and \{Callejas Torres\}, \{Juan Carlos\} and \{Luj{\'a}n L{\'o}pez\}, \{Jorge Eduardo\} and \{Blanco- Garc{\'i}a\}, \{Luz Elvira\} and \{Garc{\'i}a Ju{\'a}rez\}, \{Hugo Daniel\} and Jordan, \{Olger Huaman{\'i}\}",

note = "Publisher Copyright: {\textcopyright} 2025 The Authors",

year = "2025",

month = aug,

day = "1",

doi = "10.1016/j.chbr.2025.100760",

language = "English",

volume = "19",

journal = "Computers in Human Behavior Reports",

issn = "2451-9588",

publisher = "Elsevier BV",

}

Ballesteros, MA, Acosta-Enriquez, BG, Valle, MDLÁG, Morales-Angaspilco, JE, Callejas Torres, JC, Luján López, JE, Blanco- García, LE, García Juárez, HD & Jordan, OH 2025, 'The influence of social norms and word-of-mouth marketing on behavioral intention and behavioral use of generative AI chatbots among university students', Computers in Human Behavior Reports, vol. 19, 100760. https://doi.org/10.1016/j.chbr.2025.100760

The influence of social norms and word-of-mouth marketing on behavioral intention and behavioral use of generative AI chatbots among university students. / Ballesteros, Marco Arbulu; Acosta-Enriquez, Benicio Gonzalo; Valle, María de los Ángeles Guzmán et al.
In: Computers in Human Behavior Reports, Vol. 19, 100760, 01.08.2025.

Research output: Contribution to journal › Article › peer-review

TY - JOUR

T1 - The influence of social norms and word-of-mouth marketing on behavioral intention and behavioral use of generative AI chatbots among university students

AU - Ballesteros, Marco Arbulu

AU - Acosta-Enriquez, Benicio Gonzalo

AU - Valle, María de los Ángeles Guzmán

AU - Morales-Angaspilco, Jahaira Eulalia

AU - Callejas Torres, Juan Carlos

AU - Luján López, Jorge Eduardo

AU - Blanco- García, Luz Elvira

AU - García Juárez, Hugo Daniel

AU - Jordan, Olger Huamaní

PY - 2025/8/1

Y1 - 2025/8/1

KW - Educational chatbots

KW - Higher education

KW - Social norms

KW - Technology adoption

KW - Word-of-mouth marketing

UR - https://www.scopus.com/pages/publications/105012578148

U2 - 10.1016/j.chbr.2025.100760

DO - 10.1016/j.chbr.2025.100760

M3 - Article

AN - SCOPUS:105012578148

SN - 2451-9588

VL - 19

JO - Computers in Human Behavior Reports

JF - Computers in Human Behavior Reports

M1 - 100760

ER -

The influence of social norms and word-of-mouth marketing on behavioral intention and behavioral use of generative AI chatbots among university students

Access to Document

Other files and links

Fingerprint

Cite this