Anthropomorphism in artificial intelligence: A game-changer for brand marketing

dc.contributor.authorLopes, João M.
dc.contributor.authorGomes, Sofia
dc.contributor.authorNogueira, Elisabete
dc.date.accessioned2025-02-04T15:18:31Z
dc.date.available2025-02-04T15:18:31Z
dc.date.issued2025-01-15
dc.description.abstractThe expansion of brands adopting artificial intelligence services with human characteristics, such as chatbots, has rev- olutionized digital marketing strategies, transforming how companies reach and engage customers. This technologi- cal innovation is reshaping digital interactions between companies and consumers, offering a more personalized and efficient experience. This study explores the influence of chatbot anthropomorphism on customer engagement and purchasing decision-making with brands that use this artificial intelligence service. Data from a questionnaire with 1319 participants was analyzed using partial least squares method. Chatbot anthropomorphism has a more positive influence on purchasing decision-making when this relationship is mediated by customer engagement. In turn, customer involvement also has a positive influence on decision-making. The results emphasize that for a greater influence of the chatbot’s anthropomorphism on purchasing decision-making, the customer must first be engaged with the chatbot. This research illuminates a new path in the domain of AI-enabled brand interactions, showing the distinct influence of anthropomorphism in chatbots on customer satisfaction, trust and loyalty, thus revolutioniz- ing traditional paradigms of consumer-brand engagement and decision-making processes. By exploring the intricate dynamics between customer engagement with anthropomorphized chatbots and purchasing decisions, this study breaks new ground, offering unprecedented insight into the transformative potential of human-like chatbot interac- tions in shaping consumer behavior and brand relationships.
dc.identifier.citationGomes, S., Lopes, J.M. & Nogueira, E. (2025). Anthropomorphism in artificial intelligence: a game-changer for brand marketing. Future Business Journal, 11, article number 2, 1-15. https://doi.org/10.1186/s43093-025-00423-y. Repositório Institucional UPT. https://hdl.handle.net/11328/6088
dc.identifier.issn2314-7210
dc.identifier.urihttps://hdl.handle.net/11328/6088
dc.language.isoeng
dc.publisherSpringer
dc.relation.hasversionhttps://doi.org/10.1186/s43093-025-00423-y
dc.rightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectArtificial intelligence
dc.subjectAnthropomorphism
dc.subjectChatbot
dc.subjectCustomer engagement
dc.subjectCustomer decision-making
dc.subject.fosCiências Sociais - Economia e Gestão
dc.subject.ods08 - decent work and economic growth
dc.titleAnthropomorphism in artificial intelligence: A game-changer for brand marketing
dc.typejournal article
dcterms.referenceshttps://fbj.springeropen.com/articles/10.1186/s43093-025-00423-y#citeas
dspace.entity.typePublication
oaire.citation.endPage15
oaire.citation.startPage1
oaire.citation.titleFuture Business Journal
oaire.citation.volume11
person.affiliation.nameREMIT - Research on Economics, Management and Information Technologies
person.affiliation.nameREMIT – Research on Economics, Management and Information Technologies
person.familyNameGomes
person.familyNameNogueira
person.givenNameSofia
person.givenNameElisabete
person.identifier.ciencia-idB415-29D7-EC1A
person.identifier.ciencia-id6513-80A1-20BB
person.identifier.orcid0000-0002-0326-0655
person.identifier.orcid0000-0001-7155-1713
person.identifier.ridAAX-9149- 2021
person.identifier.ridEXL-6377-2022
person.identifier.scopus-author-id36983012600
person.identifier.scopus-author-id57699312700
relation.isAuthorOfPublication05ebcd91-a47c-4480-bf6a-7865f2014dc2
relation.isAuthorOfPublication51c15a08-add2-46ef-ad37-53506dfcd0af
relation.isAuthorOfPublication.latestForDiscovery05ebcd91-a47c-4480-bf6a-7865f2014dc2

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