MARKETING STUDENTS’ PERCEPTIONS TOWARDS ChatGPT: AN AI-ASSISTED THEMATIC ANALYSIS
Sunil Hazari · Marketing Education Review · 2025
Artificial intelligence tools such as ChatGPT have emerged as a disruptive force in higher education. Stakeholders are debating the integration and relevance of AI in education to improve student learning outcomes. Further investigation is needed to determine not only the pedagogical impact but also address issues such as ethics, bias, and privacy, which may act as barriers to the institutional adoption of AI tools. The purpose of this study was to explore student perceptions toward ChatGPT, including its benefits, challenges, and applications when used in college courses. This study addresses a gap in understanding generative AI’s role in education from a student perspective, which can help educators develop effective plans for implementation in academic settings. Inductive thematic analysis was used as a qualitative methodology for analyzing the data, which was conducted partly by using Large Language Models. The findings of this study showed a complex interplay between AI technology, policy, values, and student outcomes that have implications for research and practice. Recommendations are provided to help Marketing educators use AI tools to improve students’ learning outcomes and skills related to AI literacy.