Does AI marketing efforts affect brand loyalty of Gen Z consumers? Mediating role of brand image and brand experience

Abstract

The integration and adaptation of artificial intelligence (AI) in marketing are continually expanding as technological advancements progress, yet there is a scarcity of research investigating the impact of AI tools, on brand development processes, including brand loyalty. Grounded in the Stimulus-Organism-Response (SOR) theory, this paper investigates the impact of AI-driven marketing efforts on brand loyalty and repurchase intentions among Gen Z consumers in Türkiye. Additionally, the paper investigates the mediating roles of brand image and brand experience. Adopting an exploratory research design, data were collected from 476 young consumers, and PLS-SEM was employed for analysis. The findings indicate that AI marketing efforts (AIME) do not have a significant direct effect on brand loyalty but do influence it indirectly through brand image. Furthermore, brand image significantly impacts brand loyalty, which, in turn, exerts a direct influence on the repurchase intentions of Gen Z consumers. This study makes a significant contribution to the marketing literature by offering deeper insights into the effects of AI marketing efforts on brand loyalty and repurchase intentions. The research enriches theoretical understanding and provides practical implications for marketers aiming to strengthen customer loyalty and encourage repeat purchases.