MARTÍN GARCÍA, Noemí; NÚÑEZ CANSADO, María Ángeles; LAGUNA GARCIA, Marta. Factors associated with artificial intelligence adoption among advertising professionals: evidence from the Motivation–Opportunity–Ability (MOA) framework. Observatorio (OBS*), [S. l.], 2026. DOI: 10.15847/OBS20262955. Disponível em: https://obs.obercom.pt/index.php/obs/article/view/2955. Acesso em: 13 nov. 2026.