Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts

Purpose: This study aims to explore the role of artificial intelligence (AI)-powered chatbot marketing efforts (CMEs) in the establishment of relationships between brands and their customers, extending the link between relationship marketing and online consumer behavioral intentions. Design/methodology/approach: Data are collected from 1,072 customers in the USA, who used chatbot marketing activities from any of 30 brands leading their industries in messaging innovation. Structural equation modeling is used for data analysis. Findings: Results show that interaction, information, accessibility, entertainment and customization are important CMEs components. CMEs have significant direct effects on the quality of communication with chatbot agents and indirectly affect customer–brand relationships (CBR) and customer response. In addition, the findings demonstrate that CBR mediates the association between communication quality and customer response. Originality/value: Implications of this study can enable practitioners to understand the effects of AI on user experiences and provide a guide for the development of CMEs strategies and relationship building.