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 24 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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A PRISMA‐Based Systematic Review on Economic, Social, and Governance Practices: Insights and Research Agenda

Ed‐Dafali,

Adardour,

Derj

et al. 2024

Bus Strat Env

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The article synthesizes existing research on economic, social, and governance (ESG) practices and explores their impact on corporate sustainability and financial outcomes. A systematic literature review (SLR) followed PRISMA guidelines, analyzing 85 peer‐reviewed articles from high‐quality journals indexed in Scopus. The results reveal that robust governance mechanisms—such as board diversity, strategic integration of ESG criteria, and effective risk management—are key drivers of enhanced ESG performance and corporate profitability. However, the findings also highlight significant gaps in current knowledge, particularly regarding emerging concepts like green innovation, ESG controversies, and digital transformation. The study concludes that further research is needed to develop a more nuanced understanding of how different governance structures and ESG practices interact and to provide clearer guidance for policymakers and corporate managers in fostering sustainable business practices.

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Using Augmented Reality to Strengthen Consumer/Brand Relationships: The Case of Luxury Brands

Arya,

Sethi,

Hollebeek

2024

J of Consumer Behaviour

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Though augmented reality (AR) is increasingly adopted in marketing, its capacity to foster consumers' engagement and attachment remain tenuous, exposing an important literature‐based gap. Addressing this gap, we deploy social presence theory and luxury consumption theory to develop and test a model that proposes that consumers' engagement with AR‐deploying luxury brands drives the development of their perceived brand warmth, social value, and brand competence, in turn impacting their brand attachment. To explore these issues, we draw on survey data from a sample of 537 luxury apparel and automotive consumers. The results using structural equation modelling (SEM) show that first, luxury consumers who exhibit high engagement with the AR‐deploying brand perceive higher levels of brand warmth, ‐competence, and social value, in turn raising their attachment to the AR‐deploying luxury brand. Overall, the findings highlight AR's strategic capacity to engage consumers and raise the brand's perceived brand warmth, competence, and social value, in turn boosting individuals' attachment to the AR‐deploying brand.

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

Cited by 24 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

A PRISMA‐Based Systematic Review on Economic, Social, and Governance Practices: Insights and Research Agenda

Using Augmented Reality to Strengthen Consumer/Brand Relationships: The Case of Luxury Brands

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