The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement

Rahman, Muhammad Sabbir; Bag, Surajit; Hossain, Afnan; Fattah, Fadi Abdel Muniem Abdel; Gani, Mohammad Osman; Rana, Nripendra P.

doi:10.1016/j.jretconser.2023.103273

Cited by 36 publications

(14 citation statements)

References 145 publications

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“…Moreover, the results indicated that brand jealousy, brand love, and brand experience are positive and significant mediators between brand addiction and repeated luxury purchases. Likewise, the new experiences of luxury brand consumers could create a new wave of purchases process, consistent with the findings of Rahman et al (2023). Thus, this paper maps up the emerging field of brand addiction as an independent variable from other marketing literature variables.…”

Section: Discussionsupporting

confidence: 81%

Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?

Meijani

Rousta

Jamshidi

2023

SAJM

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PurposeThe expansion of lifestyle and luxury markets has necessitated new marketing techniques. Recently, brand addiction has been a new topic in luxury repurchasing. The information reported in the literature regarding the effectiveness of brand addiction is insufficient and controversial. This research aimed to assess the role of brand addiction in Islamic consumers who purchase luxury smartphone brands.Design/methodology/approachSurvey responses were collected from an online sample of 384 luxury consumers in Iran. The methods were evaluated using software (smart PLS 3) to test the hypothesis.FindingsAccording to the uniqueness theory, the authors completed that brand addiction and consumer relationships are different and relative in each luxury product. The results positively determine that brand addiction has a more significant impact than brand jealousy, brand love and brand experience in repurchasing luxury consumers.Research limitations/implicationsThis study helps expand the literature on luxury repurchases and contends that brand addiction creates a new perspective in understanding behavioral addiction.Practical implicationsThis paper provides insights for current and future marketers and managers, especially in Iran.Originality/valueThis investigation is the first study on the impact of different dimensions of brand addiction on luxury smartphone repurchase intention. In this regard, the findings of the study are important in the luxury market and extend current knowledge on repurchasing luxury products such as in Iran.

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Section: Discussionsupporting

confidence: 81%

Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?

Meijani

Rousta

Jamshidi

2023

SAJM

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“…Analyzing the 89 articles, we observed that most were published in the period from 2020 until October 2023 (93.26%), with the others (6.74%) appearing from 2015 to 2019 (e.g., Bretan et al, 2015;Moriuchi, 2019). This observation makes sense, given marketing scholars' rising interest in AI in recent years (Lin & Wu, 2023;Rahman et al, 2023)…”

Section: Descriptive Analysismentioning

confidence: 76%

“…We, however, expect more adaptable (e.g., thinking/feeling) AI to, generally, be better equipped to handle changing situational characteristics (Huang & Rust, 2021), thus exerting a more positive effect on AI-based CE. ) and/or (e.g., AI) usage intent, and customer retention (e.g., Aluri et al, 2019;Lin & Wu, 2023;Moriuchi, 2019;Rahman et al, 2023). While AI may be used to boost consumers' perceived brand-related outcomes (e.g., recommendations or advocacy), individuals may, likewise, recommend specific AI technologies in their own right (e.g., Loureiro et al's (2022) chatbot advocacy).…”

Section: Conceptual Modelmentioning

confidence: 99%

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

Hollebeek,

Menidjel,

Sarstedt

et al. 2024

Psychology and Marketing

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While consumer engagement (CE) in the context of artificially intelligent (AI‐based) technologies (e.g., chatbots, smart products, voice assistants, or autonomous cars) is gaining traction, the themes characterizing this emerging, interdisciplinary corpus of work remain indeterminate, exposing an important literature‐based gap. Addressing this gap, we conduct a systematic review of 89 studies using the Preferred Reporting Items for Systematic reviews and Meta‐Analyses (PRISMA) approach to synthesize the AI‐based CE literature. Our review yields three major themes of AI‐based CE, including (i) Increasingly accurate service provision through AI‐based CE; (ii) Capacity of AI‐based CE to (co)create consumer‐perceived value, and (iii) AI‐based CE's reduced consumer effort in their task execution. We also develop a conceptual model that proposes the AI‐based CE antecedents of personal, technological, interactional, social, and situational factors, and the AI‐based CE consequences of consumer‐based, firm‐based, and human‐AI collaboration outcomes. We conclude by offering pertinent implications for theory development (e.g., by offering future research questions derived from the proposed themes of AI‐based CE) and practice (e.g., by reducing consumer‐perceived costs of their brand/firm interactions).

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“…Customers' buying decision differs signi cantly across the in uence of multiple marketing channels. Therefore, this study examines the impact of unethical marketing practices, including product, price, promotion, and place or distribution, on perceived customer trust and product scarcity risk (Rahman et al, 2023). In addition, this research aims to investigate the direct impact of perceived trust and perceived risk of product scarcity on customers' intention to adopt food and grocery digital platforms (for example, Talabat, TM DONE).…”

Section: Introductionmentioning

confidence: 99%

Do Marketing Ethics Matter in formulating Consumer’s Purchase Intention? Evidence From the Sultanate of Oman

Abdelfattah,

AlAlawi,

Balushi

et al. 2023

Preprint

Self Cite

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This study investigates the factors that affect customers’ purchasing intention to adopt shopping platforms in Oman. A conceptual model was developed after extensively reviewing related literature. An adapted questionnaire was developed and used to collect data from customers who have experience using digital platforms. One hundred and twelve responses were received through a convenient sampling method. The Partial Least Square (PLS) software analysed and validated the data. The findings showed that unethical marketing practices significantly affect the perceived risk of product scarcity and the intention to adopt digital platforms. As a result, several recommendations were made to the relevant authorities, including the Ministry of Commerce, Industry, and Investment Promotion, to understand and explore the aspects of deception that digital platforms use and develop and pass legislation in line with and ensure fair competition.

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The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement

Cited by 36 publications

References 145 publications

Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?

Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?

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

Do Marketing Ethics Matter in formulating Consumer’s Purchase Intention? Evidence From the Sultanate of Oman

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