Instituto de Educación Técnica Profesional de Roldanillo

Human Spokesperson Versus Artificial Intelligence Avatar and Authorship Disclosure in Digital Advertising: Effects on Performance Metrics

Virtual influencers generated by artificial intelligence have emerged as a strategic tool in digital advertising, although evidence regarding their actual effectiveness in market campaigns remains limited to laboratory experiments based on self-report measures. This study examine...

Determinants of the Adoption of Generative Artificial Intelligence in Academic Research: A Structural Equation Model from Colombian Universities

This study examined the determinants of both the intention to use and the self-reported use of generative artificial intelligence (GAI) in academic research by means of a partial least squares structural equation model (PLS-SEM), collecting data from 167 research-active faculty m...

Digital Engagement in Geopolitical Crises: A Comparative Analysis of Message Attributes on Instagram and X During the Capture of Nicolás Maduro

This study examines the determinants of digital engagement during geopolitical crises, using the capture of Venezuelan President Nicolás Maduro by U.S. forces on 3 January 2026 as a case study. The aim is to identify which message attributes drive audience interaction and how the...