Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research

Hollebeek, Linda D.; Menidjel, Choukri; Sarstedt, Marko; Jansson, Johan; Urbonavicius, Sigitas

doi:10.1002/mar.21957

Cited by 7 publications

(1 citation statement)

References 202 publications

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“…tagging, lucky draws on various social media, personification techniques) to boost consumer and brand engagement (Eigenraam et al , 2018; Harrison and Kwon, 2023). The use of artificial intelligence technology should also be considered, as it will play an increasingly important role in consumer engagement (Hollebeek et al , 2024). Such investments are worthwhile, as brand engagement strongly correlates with post-purchase joy and excitement.…”

Section: Discussionmentioning

confidence: 99%

Joy and excitement in the purchase process: the role of materialism and brand engagement

Razmus,

Grabner-Kräuter

2024

JPBM

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Purpose This paper aims to use the cognitive appraisal theory to investigate the effects of brand engagement and materialism on the positive emotions of joy and excitement evoked by a product at different stages of the purchase process. Design/methodology/approach Two complementary studies were conducted to achieve the research objectives. Study 1 used a longitudinal design, examining the pre-purchase stage and a moment shortly after the purchase. Study 2 adopted a cross-sectional approach, focusing on the post-purchase stage. Relationships among variables were analyzed through hierarchical regression and moderation analyses. Findings The findings indicate that materialism is not significantly associated with consumers’ positive product-evoked emotions (joy and excitement) before and shortly after purchase. At these two stages, brand engagement predicts positive emotions. In the post-purchase stage, where materialism is weakly related to joy and excitement, a robust positive link exists between brand engagement and positive product-evoked emotions. Moreover, higher levels of materialism reduce the experience of joy and excitement among participants with high levels of brand engagement. Originality/value Experiencing joy and excitement is crucial in consumer behavior. However, little is known about the determinants of these emotions in the consumption context, especially concerning internal consumption-related factors and different stages of the purchase process. This paper contributes to the field by shedding light on the role of brand engagement and materialism in the experience of positive product-evoked emotions. The findings provide evidence that brand engagement significantly enhances consumers’ positive product-evoked emotions, highlighting its importance in consumer behavior research.

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Section: Discussionmentioning

confidence: 99%

Joy and excitement in the purchase process: the role of materialism and brand engagement

Razmus,

Grabner-Kräuter

2024

JPBM

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Using large language models to generate silicon samples in consumer and marketing research: Challenges, opportunities, and guidelines

Sarstedt,

Adler,

Rau

et al. 2024

Psychology and Marketing

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Should consumer researchers employ silicon samples and artificially generated data based on large language models, such as GPT, to mimic human respondents' behavior? In this paper, we review recent research that has compared result patterns from silicon and human samples, finding that results vary considerably across different domains. Based on these results, we present specific recommendations for silicon sample use in consumer and marketing research. We argue that silicon samples hold particular promise in upstream parts of the research process such as qualitative pretesting and pilot studies, where researchers collect external information to safeguard follow‐up design choices. We also provide a critical assessment and recommendations for using silicon samples in main studies. Finally, we discuss ethical issues of silicon sample use and present future research avenues.

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Gift giving in the age of AI: The role of social closeness in using AI gift recommendation tools

Fu,

Dose,

Dimitriu

2024

Psychology and Marketing

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Firms increasingly employ artificial intelligence (AI) gift recommendation tools to assist consumers with their gift choices. Yet, a notable gap exists in understanding consumers’ responses to AI recommendations in a gift giving context. Through five studies, we found that social closeness between the giver and recipient significantly affects the use of AI gift recommendation tools, driven by two underlying mechanisms: expected relational signaling and preference matching. In addition to establishing these effects, this research identifies relevant boundary conditions. Our findings reveal that self‐oriented perfectionism increases preference matching for gifts to distant friends, while revealing the giver's identity boosts AI tool use for close friends by reducing relational signaling expectations. Additionally, AI tools capable of turn‐taking enhance preference matching and AI tool use, especially for gifts to close friends. Our findings advance the understanding of how and why social closeness influences givers’ utilization of AI gift recommendation tools and offer valuable insights for practitioners on designing these tools more effectively, considering the nuances of social relationships.

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Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research

Cited by 7 publications

References 202 publications

Joy and excitement in the purchase process: the role of materialism and brand engagement

Joy and excitement in the purchase process: the role of materialism and brand engagement

Using large language models to generate silicon samples in consumer and marketing research: Challenges, opportunities, and guidelines

Gift giving in the age of AI: The role of social closeness in using AI gift recommendation tools

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