Exploring academics’ perceptions of GenAI usage in research: a netnographic analysis of YouTube comments

Purpose Using Diffusion of Innovation theory as the theoretical lens, this study aims to explore how academics perceive about the uses of Generative Artificial Intelligence in academic research. Design/methodology/approach A netnographic qualitative content analytic approach was used, using public comments on YouTube tutorial videos instructing using artificial intelligence (AI) tools as the source of insight. Findings The findings revealed themes and subthemes based on key concepts of Diffusion of Innovation theory. Besides, perceived risk and perceived price value are two emerged themes, which are crucial for AI adoption in academic research. Research limitations/implications This study enriches the technology adoption literature by exploring the adoption of AI tools as more disruptive technologies in academic research. Originality/value This study provides empirical evidence and establishes a clearer view of how global academic community truly perceive and integrate AI into their daily research practices.