Building Brand Trust: The Role of AI-Driven Personalization and Brand Storytelling in Strengthening Brand Authenticity Perceptions
Keywords:
AI-Driven Personalization, Brand Storytelling, Brand Trust, Perception of Brand AuthenticityAbstract
This study is a qualitative research that aims to analyze the relationship between AI-driven personalization, brand storytelling, and brand trust with brand authenticity perceptions. This research is based on a literature review of 30 literature sources, consisting of 10 journals and 20 theories from various experts related to these topics. The novelty of this research lies in the exploration of AI-driven personalization, a new concept that involves the use of artificial intelligence technology for personalization in building brand trust and its authenticity. The results of the study show that AI-driven personalization is closely related to the formation of brand trust. In addition, brand storytelling has also been identified as an important element in increasing trust in brands. Brand trust was found to have an important role as a mediator in the relationship between AI-driven personalization and brand authenticity perception. In addition, AI-driven personalization and brand storytelling also support the perception of brand authenticity. The study also highlights several other factors that are relevant in the formation of brand trust and brand authenticity perceptions, such as brand equity, brand choice intention, consumer behavior, and purchase intent.
Downloads
References
Amil, A. (2024). The Impact of AI-Driven Personalization Tools on Privacy Concerns and Consumer Trust in E-commerce The Impact of AI-Driven Personalization Tools on Privacy Concerns and Consumer Trust in E-commerce.
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence and Planning, 38(5), 559–572. https://doi.org/10.1108/MIP-02-2019-0095
Bao, Z., & Wang, D. (2021). Examining consumer participation on brand microblogs in China: perspectives from elaboration likelihood model, commitment–trust theory and social presence. Journal of Research in Interactive Marketing, 15(1), 10–29. https://doi.org/10.1108/JRIM-02-2019-0027
Bashynska, I. (2023). AI-Driven Personalization in Advertising: Transforming Consumer Engagement through Sustainability and Circular Economy. Scientific Journal of Bielsko-Biala School of Finance and Law, 27(4 SE-Articles), 106–112. https://asej.eu/index.php/asej/article/view/766
Busser, J. A., & Shulga, L. V. (2019). Involvement in consumer-generated advertising: Effects of organizational transparency and brand authenticity on loyalty and trust. International Journal of Contemporary Hospitality Management, 31(4), 1763–1784. https://doi.org/10.1108/IJCHM-10-2017-0685
Chavez, T., O’Hara, C., & Vaidya, V. (2019). Data Driven Harnessing Data and AI to Reinvent Customer Engagement.
Chen, Q., Huang, R., & Hou, B. (2020). Perceived authenticity of traditional branded restaurants (China): impacts on perceived quality, perceived value, and behavioural intentions. Current Issues in Tourism, 0(0), 2950–2971. https://doi.org/10.1080/13683500.2020.1776687
Chen, R. R., Davison, R. M., & Ou, C. X. (2020). A symbolic interactionism perspective of using social media for personal and business communication. International Journal of Information Management, 51(June 2018), 102022. https://doi.org/10.1016/j.ijinfomgt.2019.10.007
Chen, R., Zhou, Z., Zhan, G., & Zhou, N. (2020). The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement. Journal of Destination Marketing and Management, 15(3688), 100402. https://doi.org/10.1016/j.jdmm.2019.100402
Cinelli, M. D., & LeBoeuf, R. A. (2020). Keeping It Real: How Perceived Brand Authenticity Affects Product Perceptions. Journal of Consumer Psychology, 30(1), 40–59. https://doi.org/10.1002/jcpy.1123
Das, A., Malaviya, S., & Singh, M. (2023). The Impact of AI-Driven Personalization on Learners’ Performance. Article in International Journal of Computer Sciences and Engineering, 11(8), 15–22. https://doi.org/10.26438/ijcse/v11i8.1522
del Barrio-García, S., & Prados-Peña, M. B. (2019). Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension. Journal of Destination Marketing and Management, 13(October 2018), 10–23. https://doi.org/10.1016/j.jdmm.2019.05.002
Dessart, L., & Pitardi, V. (2019). How stories generate consumer engagement: An exploratory study. Journal of Business Research, 104(July 2018), 183–195. https://doi.org/10.1016/j.jbusres.2019.06.045
Eric, J.-, Durrieu, F., & Lick, E. (2020). Effects of perceived authenticity on purchase intentions. Journal of Retailing and Consumer Services Label Design of Wines Sold Online :, 55(August 2019). https://doi.org/10.1016/j.jretconser.2020.102087
Febrian, A., & Vinahapsari, C. A. (2020). Brand equity is mediated in influencing purchase intentions on e commerce. Engineering & Management, 3703, 3703–3710. https://www.researchgate.net/publication/340730724
Fickers, A. :, Promoteur, A., & Dessart, L. (2023). The dark side of customer engagement in AI-driven interactions: The case of chatbots in the tourism industry. https://lib.uliege.behttps//matheo.uliege.be
Ganassali, S., & Matysiewicz, J. (2021). Echoing the golden legends: storytelling archetypes and their impact on brand perceived value. Journal of Marketing Management, 37(5–6), 437–463. https://doi.org/10.1080/0267257X.2020.1831577
Gentles, S. J., Charles, C., Nicholas, D. B., Ploeg, J., & McKibbon, K. A. (2016). Reviewing the research methods literature: Principles and strategies illustrated by a systematic overview of sampling in qualitative research. Systematic Reviews, 5(1), 1–11. https://doi.org/10.1186/s13643-016-0343-0
GEORGE E. DANNER. (2019). The Executive’s How-To Guide to Automation. Mastering AI and Algorithm-Driven Business. https://doi.org/https://doi.org/10.1007/978-3-319-99789-6
Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31(5), 610–645. https://doi.org/10.1108/EBR-02-2017-0039
Huang, C., & Guo, R. (2021). The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric. Journal of Brand Management, 28(1), 60–76. https://doi.org/10.1057/s41262-020-00213-7
Ifekanandu, C. ., Anene, J. ., Iloka, C. ., & Ewuzie, C. . (2023). Influence of Artificial Intelligence (Ai) on Customer Experience and Loyalty: Mediating Role of Personalization. Data Acquisition and Processing, 38(3), 1936–1959. https://doi.org/10.5281/zenodo.98549423
Imamovic, I. (2024). AI-DRIVEN PERSONALIZATION IN BEAUTY RETAIL: EXPLORING HOW AI-BASED APPLICATIONS INFLUENCE CUSTOMER SATISFACTION AND BRAND LOYALTY AUTORA: Carolina Coelho.
J. Sabitha, Nagalakshmi.M, A Kalaivani, Kalai Lakshmi, Sudha Paulin, R. (2024). AI-DRIVEN CUSTOMER SEGMENTATION AND PERSONALIZATION Dr. Αγαη, 15(1), 37–48.
Kang, J. A., Hong, S., & Hubbard, G. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word-of-mouth intention. Journal of Consumer Behaviour, 19(1), 47–56. https://doi.org/10.1002/cb.1793
Kao, D. T. (2019). The impact of envy on brand preference: brand storytelling and psychological distance as moderators. Journal of Product and Brand Management, 28(4), 515–528. https://doi.org/10.1108/JPBM-08-2018-2004
Karampournioti, E., & Wiedmann, K. P. (2021). Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention. Internet Research, 32(7), 228–259. https://doi.org/10.1108/INTR-09-2019-0377
Kedi, W. E., Ejimuda, C., Idemudia, C., & Ijomah, I. (2024). AI-Driven Content Generation Software for SME Marketing : Balancing Automation and Brand Authenticity. 20(8), 126–132.
Kemp, E., Porter III, M., Anaza, N. A., & Min, D.-J. (2021). The impact of storytelling in creating firm and customer connections in online environments. Journal of Research in Interactive Marketing, 15(1), 104–124. https://doi.org/10.1108/JRIM-06-2020-0136
Khan, I., & Fatma, M. (2019). Connecting the dots between CSR and brand loyalty: The mediating role of brand experience and brand trust. International Journal of Business Excellence, 17(4), 439–455. https://doi.org/10.1504/ijbex.2019.099123
Kim, E. J., Kim, S. H., & Lee, Y. K. (2019). The effects of brand hearsay on brand trust and brand attitudes. Journal of Hospitality Marketing and Management, 28(7), 765–784. https://doi.org/10.1080/19368623.2019.1567431
Kim, J. H., & Song, H. (2020). The influence of perceived credibility on purchase intention via competence and authenticity. International Journal of Hospitality Management, 90(71750110541), 102617. https://doi.org/10.1016/j.ijhm.2020.102617
Kim, S. H., Kim, M., Holland, S., & Townsend, K. M. (2021). Consumer-Based Brand Authenticity and Brand Trust in Brand Loyalty in The Korean Coffee Shop Market. Journal of Hospitality and Tourism Research, 45(3), 423–446. https://doi.org/10.1177/1096348020980058
Kotler, P., Keller, K. L., & Brady, M. (2019). Marketing management 4th European edition. In Soldering & Surface Mount Technology (Vol. 13, Issue 3).
Kwan Soo Shin, S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, 38(4), 1–17. https://doi.org/10.9734/cjast/2019/v38i430376
Li, J., Zou, S., & Yang, H. (2019). How Does “Storytelling” Influence Consumer Trust in We Media Advertorials? An Investigation in China. Journal of Global Marketing, 32(5), 319–334. https://doi.org/10.1080/08911762.2018.1562592
Lu, A. C. C., Gursoy, D., & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36–45. https://doi.org/10.1016/j.ijhm.2015.07.008
Mogaji, E. (2021). Brand Management: An Introduction through Storytelling. In Brand Management: An Introduction through Storytelling. https://doi.org/10.1007/978-3-030-66119-9
Moin, S. M. A. (2020). Brand storytelling in the digital age: Theories, practice and application. In Brand Storytelling in the Digital Age: Theories, Practice and Application. https://doi.org/10.1007/978-3-030-59085-7
Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2020). Disentangling the Meanings of Brand Authenticity: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Interbrand 2018, 105–106. https://doi.org/10.1007/978-3-030-39165-2_43
Oh, H., Prado, P. H. M., Korelo, J. C., & Frizzo, F. (2019). The effect of brand authenticity on consumer–brand relationships. Journal of Product and Brand Management, 28(2), 231–241. https://doi.org/10.1108/JPBM-09-2017-1567
Peho, C. (2020). Storytelling as a Means of Brand Building - Building Authenticity and Emotions through Brand Stories. Aalto University School of Business, Corporate Communications, Masters Thesis, 1–97.
Phung, M. T., Ly, P. T. M., & Nguyen, T. T. (2019). The effect of authenticity perceptions and brand equity on brand choice intention. Journal of Business Research, 101(19), 726–736. https://doi.org/10.1016/j.jbusres.2019.01.002
Pittman, M., & Sheehan, K. (2021). Brand Authenticity and Strategic Response to Crises: Symbolic Effects of Donation Type on Purchase Intent and Digital Engagement. Journal of Current Issues and Research in Advertising, 42(3), 215–235. https://doi.org/10.1080/10641734.2020.1734503
Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714–729. https://doi.org/10.1080/0965254X.2018.1466828
Rabby, F., Chimhundu, R., & Hassan, R. (2021). Artificial Intelligence in Digital Marketing Influences Consumer Behaviour: a Review and Theoretical Foundation for Future Research. Academy of Marketing Studies Journal, 25(5), 1–7.
Rafieian, O., & Yoganarasimhan, H. (2023). AI and Personalization. In K. Sudhir & O. Toubia (Eds.), Artificial Intelligence in Marketing (Vol. 20, pp. 77–102). Emerald Publishing Limited. https://doi.org/10.1108/S1548-643520230000020004
Rathore, B. (2020). Personalization and profits: the impact of AI on targeted digital marketing. International Journal of Transcontinental Discoveries, 7(1), 1–14. https://internationaljournals.org/index.php/ijtd/article/view/1
Reddy, S. G., Engineer, S. D., Webservices, A., Parfenov, M., & Engineer, S. S. (2023). Harnessing the Power of Generative Artificial Intelligence for Dynamic Content Personalization in Customer Relationship Management Systems : A Data-Driven Framework for Optimizing Customer Engagement and Experience. 3(2), 379–395.
Rodriguez, M. (2020). Brand Storytelling: Put Customers at the Heart of Your Brand Story - Miri Rodriguez - Google Books. In 2020. https://www.kobo.com/in/en/ebook/brand-storytelling
Roos, M. (2020). To what extent do the elements conflict and character in brand stories influence brand perception and contribute to purchase intention? March, 1–41.
Rosado-Pinto, F., Loureiro, S. M. C., & Bilro, R. G. (2020). How Brand Authenticity and Consumer Brand Engagement Can Be Expressed in Reviews: A Text Mining Approach. Journal of Promotion Management, 26(4), 457–480. https://doi.org/10.1080/10496491.2020.1719955
Ryu, K., Lehto, X. Y., Gordon, S. E., & Fu, X. (2019). Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels. Tourism Management, 71(October 2018), 348–363. https://doi.org/10.1016/j.tourman.2018.10.021
Safeer, A. A., He, Y., Lin, Y., Abrar, M., & Nawaz, Z. (2023). Impact of perceived brand authenticity on consumer behavior: an evidence from generation Y in Asian perspective. International Journal of Emerging Markets, 18(3), 685–704. https://doi.org/10.1108/IJOEM-09-2020-1128
Safeer, A. A., & Liu, H. (2023). Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm. Journal of Product & Brand Management, 32(2), 330–342. https://doi.org/10.1108/JPBM-01-2022-3807
Skillius, E., Jacobsson, A., & Abebe, S. A. (2024). Beyond the Algorithm How AI-Driven Personalized Ads Shape Consumer Loyalty and Brand Engagement Title: Beyond the Algorithm-How AI-Driven Personalized Ads Shape Consumer Loyalty and Brand Engagement. May.
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104(March), 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
Södergren, J. (2021). Brand authenticity: 25 Years of research. International Journal of Consumer Studies, 45(4), 645–663. https://doi.org/10.1111/ijcs.12651
Sung, E. (Christine), Bae, S., Han, D. I. D., & Kwon, O. (2021). Consumer engagement via interactive artificial intelligence and mixed reality. International Journal of Information Management, 60(June), 102382. https://doi.org/10.1016/j.ijinfomgt.2021.102382
Sutherland, K. E., & Barker, R. (2023). Transmedia Brand Storytelling. In Transmedia Brand Storytelling. https://doi.org/10.1007/978-981-99-4001-1
Thomas, J., & Harden, A. (2008). Methods for the thematic synthesis of qualitative research in systematic reviews. BMC Medical Research Methodology, 8, 1–10. https://doi.org/10.1186/1471-2288-8-45
Tiep Le, T., Ngo, H. Q., & Aureliano-Silva, L. (2023). Contribution of corporate social responsibility on SMEs’ performance in an emerging market – the mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets, 18(8), 1868–1891. https://doi.org/10.1108/IJOEM-12-2020-1516
Uysal, A., & Okumuş, A. (2022). The effect of consumer-based brand authenticity on customer satisfaction and brand loyalty. Asia Pacific Journal of Marketing and Logistics, 34(8), 1740–1760. https://doi.org/10.1108/APJML-05-2021-0358
Vazquez, E. E. (2020). Effects of enduring involvement and perceived content vividness on digital engagement. Journal of Research in Interactive Marketing, 14(1), 1–16. https://doi.org/10.1108/JRIM-05-2018-0071
Venkateswaran, N. (2023). Ai-Driven Personalization in Customer Relationship Management: Challenges and Opportunities. Journal of Theoretical and Applied Information Technology, 101(18), 7392–7399.
Wagobera Edgar Kedi, Chibundom Ejimuda, Courage Idemudia, & Tochukwu Ignatius Ijomah. (2024). AI software for personalized marketing automation in SMEs: Enhancing customer experience and sales. World Journal of Advanced Research and Reviews, 23(1), 1981–1990. https://doi.org/10.30574/wjarr.2024.23.1.2159
Yang, J., & Battocchio, A. F. (2021). Effects of transparent brand communication on perceived brand authenticity and consumer responses. Journal of Product & Brand Management, 30(8), 1176–1193. https://doi.org/10.1108/JPBM-03-2020-2803
Yella Sravan. (2024). Ai-Driven Content Creation and Personalization: Revolutionizing Digital Marketing Strategies. July. www.irjet.net
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Donny Irawan, Sri Utami Ady, Nur Sayidah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
