Anthropomorphism in artificial intelligence: A game-changer for brand marketing
dc.contributor.author | Lopes, João M. | |
dc.contributor.author | Gomes, Sofia | |
dc.contributor.author | Nogueira, Elisabete | |
dc.date.accessioned | 2025-02-04T15:18:31Z | |
dc.date.available | 2025-02-04T15:18:31Z | |
dc.date.issued | 2025-01-15 | |
dc.description.abstract | The 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.citation | Gomes, 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.issn | 2314-7210 | |
dc.identifier.uri | https://hdl.handle.net/11328/6088 | |
dc.language.iso | eng | |
dc.publisher | Springer | |
dc.relation.hasversion | https://doi.org/10.1186/s43093-025-00423-y | |
dc.rights | open access | |
dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
dc.subject | Artificial intelligence | |
dc.subject | Anthropomorphism | |
dc.subject | Chatbot | |
dc.subject | Customer engagement | |
dc.subject | Customer decision-making | |
dc.subject.fos | Ciências Sociais - Economia e Gestão | |
dc.subject.ods | 08 - decent work and economic growth | |
dc.title | Anthropomorphism in artificial intelligence: A game-changer for brand marketing | |
dc.type | journal article | |
dcterms.references | https://fbj.springeropen.com/articles/10.1186/s43093-025-00423-y#citeas | |
dspace.entity.type | Publication | |
oaire.citation.endPage | 15 | |
oaire.citation.startPage | 1 | |
oaire.citation.title | Future Business Journal | |
oaire.citation.volume | 11 | |
person.affiliation.name | REMIT - Research on Economics, Management and Information Technologies | |
person.affiliation.name | REMIT – Research on Economics, Management and Information Technologies | |
person.familyName | Gomes | |
person.familyName | Nogueira | |
person.givenName | Sofia | |
person.givenName | Elisabete | |
person.identifier.ciencia-id | B415-29D7-EC1A | |
person.identifier.ciencia-id | 6513-80A1-20BB | |
person.identifier.orcid | 0000-0002-0326-0655 | |
person.identifier.orcid | 0000-0001-7155-1713 | |
person.identifier.rid | AAX-9149- 2021 | |
person.identifier.rid | EXL-6377-2022 | |
person.identifier.scopus-author-id | 36983012600 | |
person.identifier.scopus-author-id | 57699312700 | |
relation.isAuthorOfPublication | 05ebcd91-a47c-4480-bf6a-7865f2014dc2 | |
relation.isAuthorOfPublication | 51c15a08-add2-46ef-ad37-53506dfcd0af | |
relation.isAuthorOfPublication.latestForDiscovery | 05ebcd91-a47c-4480-bf6a-7865f2014dc2 |
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