Enhancing Brand Experience, Attitude, and Purchase Intention through AI: Examining Customer Engagement and E-Commerce Usefulness

Abstract

In today's consumer landscape, experiences and memories are gaining greater value, driven by advancements in artificial intelligence technologies. This study investigates the impact of artificial intelligence on brand attitude, brand experience, and purchase intention, while exploring the mediating role of customer engagement on social media and the moderating influence of perceived usefulness of e-commerce. Data were collected from 3,320 employees associated with Moroccan brands. The findings reveal a significant mediating effect of customer engagement on social media in the relationship between artificial intelligence technology and the outcomes of brand attitude, brand experience, and purchase intention. Additionally, the study highlights the substantial moderating role of perceived usefulness of e-commerce in enhancing the relationship between artificial intelligence technology, brand experience, and purchase intention. These insights contribute to a deeper understanding of consumer behavior and provide practical value for organizations, social media strategists, and policymakers.