# Exploring technology, organization and environmental factors driving firms generative AI adoption intention: the moderating role of trans-parasocial relation

> Research article (Journal of Business and Industrial Marketing, 2025) · cited 11× · AI/ML

**Wikidata**: [openalex:W4410535324](https://www.wikidata.org/wiki/openalex:W4410535324)  
**Source**: https://4ort.xyz/entity/exploring-technology-organization-and-environmental-factors-driving-firms-generative-ai-adoption-intention-the-moderatin