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A comprehensive literature review on the influence of artificial intelligence on consumer engagement and brand loyalty in digital marketing.

2026Capítulo de livro Acesso aberto
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dc.contributor.authorRosário, Albérico Travassos
dc.contributor.authorCruz, Rui
dc.date.accessioned2026-01-19T10:56:50Z
dc.date.available2026-01-19T10:56:50Z
dc.date.issued2026
dc.description.abstractThis literature review synthesizes key findings from recent studies examining the impact of artificial intelligence (AI) technologies on consumer engagement, brand loyalty, and digital marketing strategies. Utilizing frameworks such as affordance theory, social identity theory, and delegation theory, these studies reveal how AI influences brand perception, consumer trust, and purchase behavior across various sectors, including finance, retail, and tourism. The review highlights how specific AI features, such as anthropomorphism, interactivity, and personalization, enhance user experience, fostering brand identification and loyalty. However, ethical concerns regarding data privacy, customer manipulation, and authenticity are also noted as challenges within the AI- driven marketing landscape. By consolidating these insights, this review provides a theoretical and practical foundation for future research on AI's role in consumer behavior and offers strategic considerations for marketing professionals in the digital ageeng
dc.identifier.citationRosário, A. T. & Cruz, R. N. (2026). A comprehensive literature review on the influence of artificial intelligence on consumer engagement and brand loyalty in digital marketing. In A. Rosário & R. Cruz (Eds.), AI utilization for marketing content creation (pp. 171-212). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-9994-1.ch006
dc.identifier.doi10.4018/979-8-3693-9994-1.ch006
dc.identifier.isbn979-8369399941
dc.identifier.urihttp://hdl.handle.net/10400.26/60957
dc.language.isoeng
dc.peerreviewedyes
dc.relation.hasversionhttps://www.igi-global.com/gateway/chapter/399534
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.titleA comprehensive literature review on the influence of artificial intelligence on consumer engagement and brand loyalty in digital marketing.eng
dc.typebook part
dspace.entity.typePublication
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85

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