Eun Sun Godwin is a researcher affiliated with the University of Wolverhampton, Wolverhampton, United Kingdom. Her academic interests focus on technology adoption, digital transformation, and the integration of emerging technologies in higher education and marketing education. Her research explores the adoption of generative artificial intelligence (AI) among marketing lecturers, applying the Technology Acceptance Model (TAM) to examine factors influencing educators’ perceptions and use of AI-driven tools. Her work contributes to understanding how ease of use, usefulness, and other behavioural factors shape technology acceptance within academic environments.

Eun Sun Godwin’s research supports the development of effective strategies for integrating innovative digital technologies into teaching and learning practices, particularly within business and marketing education.