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Research purpose:
This research examines the influence of Artificial Intelligence stimuli, specifically perceived personalization and perceived interactivity, on consumers’ brand preferences and brand recommendations. Drawing on Arousal theory, the study explores how perceived marketing innovation influences these relationships. It indicates that customers are inclined to establish a strong brand preference and promote it when they see the brand’s marketing efforts as innovative and exciting. Research motivation: This study is driven by the increasing use of AI technologies in brand marketing, particularly in enhancing user personalization and interactivity. Despite the widespread adoption, little is known about how these AI-driven elements shape consumer brand preference and their recommendation of the brand to others. Drawing on Arousal theory, this research explores how stimulating brand experiences can influence consumer behavior. Research design, approach, and method: This study examined 260 valid questionnaires collected from mature consumers, with a focus on those who had previously encountered or were familiar with such brands and had adopted AI initiatives. The analysis was carried out using SPSS 26 and SmartPLS 3 statistical software. Main findings: The research finds that Artificial stimuli, namely perceived personalization and perceived interactivity, have a positive influence on brand preference, subsequently enhancing consumers’ intention to recommend the brand. Moreover, perceived marketing innovation plays a significant moderating role, with the strongest effect observed in the relationship between perceived personalization and brand preference. Brand preference also mediates the relationship between perceived personalization and brand recommendation, along side with the relationship between perceived interactivity and brand recommendation. Practical/managerial implications: This research outlines directions for marketers by providing the important role AI technologies that enhance personalization and interactivity. Brand can be strengthened through engage some emotionally activity and let customer have tech-enabled experiences. |
