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Publication Detailed Description
AI-driven content strategies: enhancing consumer engagement and loyalty
2025 Global Marketing Conference at Hong-Kong Proceedings
Year (definitive publication)
2025
Language
English
Country
Hong Kong (Special Administrative Region of the People's Republic of China)
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Abstract
This study investigates the impact of Self-Brand Connection, AI-Driven Personalization, Content Relevance, and Content Effectiveness on Online Brand Customer Engagement (OBCE), and how OBCE influences Purchase Intention and Brand Advocacy. Using quantitative methods and a questionnaire survey, data is collected from online consumers. The findings intends to validate the proposed conceptual model, highlighting the critical role of AI-enhanced content in shaping consumer behaviors and enhancing marketing strategies. The study underscores the transformative potential of AI in digital marketing.
Acknowledgements
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Keywords
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Contributions to the Sustainable Development Goals of the United Nations
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