Martín García N, Núñez Cansado M Ángeles, Laguna Garcia M. Factors associated with artificial intelligence adoption among advertising professionals: evidence from the Motivation–Opportunity–Ability (MOA) framework. (OBS*) [Internet]. 2026 Nov. 11 [cited 2026 Nov. 13];. Available from: https://obs.obercom.pt/index.php/obs/article/view/2955