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Article
Publication date: 20 October 2021

Rania Badr Mostafa and Tamara Kasamani

Artificial intelligence chatbots are shifting the nature of online services by revolutionizing the interactions of service providers with consumers. Thus, this study aims to…

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Abstract

Purpose

Artificial intelligence chatbots are shifting the nature of online services by revolutionizing the interactions of service providers with consumers. Thus, this study aims to explore the antecedents (e.g. compatibility, perceived ease of use, performance expectancy and social influence) and consequences (e.g. chatbot usage intention and customer engagement) of chatbot initial trust.

Design/methodology/approach

A sample of 184 responses was collected in Lebanon using a questionnaire and analyzed using structural equation modeling (SEM) by AMOS 24.

Findings

The results revealed that except for performance expectancy, all the other three factors (compatibility, perceived ease of use and social influence) significantly boost customers’ initial trust toward chatbots. Further, initial trust in chatbots enhances the intention to use chatbots and encourages customer engagement.

Research limitations/implications

The study provides insights into some variables influencing initial chatbot trust. Future studies could extend the model by adding other variables (e.g. customer experience and attitude), in addition to exploring the dark side of artificial intelligence chatbots.

Practical implications

This study suggests key insights for marketing managers on how to build chatbot initial trust, which, in turn, will lead to an increase in customers’ interactions with the brand.

Originality/value

The current study marks substantial contributions to the artificial intelligence marketing literature by proposing and testing a novel conceptual model that examines for the first time the factors that impact chatbot initial trust and the key outcomes of the latter.

Details

European Journal of Marketing, vol. 56 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 7 September 2020

Rania B. Mostafa and Tamara Kasamani

Based on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of…

9348

Abstract

Purpose

Based on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.

Design/methodology/approach

The study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.

Findings

The findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.

Practical implications

To achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.

Originality/value

In contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Available. Content available

Abstract

Details

European Journal of Marketing, vol. 56 no. 6
Type: Research Article
ISSN: 0309-0566

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