From commands to connections: how voice assistants shape and are shaped by consumer–brand relationships

Oliveira, Francisca Santos

http://hdl.handle.net/10400.26/58234

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Authors

Oliveira, Francisca Santos

Advisor(s)

Al Imam, Lama

Nogueira, Mafalda

Abstract(s)

Voice Assistants (VAs) such as Amazon’s Alexa, Apple’s Siri, and Google’s Google Assistant are transforming the way consumers interact with brands. These voice-based technologies offer a convenient communication channel that influences Consumer-Brand Relationships (CBR). While their popularity grows, current literature reveals gaps in understanding the dynamics between technological advancements and CBR. This study seeks to address these gaps through two specific objectives: first, to Understand how Users’ Interactions with Voice Assistants Influence Brand Engagement; and second, to Investigate the Role of Brand Credibility in Mitigating Privacy Concerns with Voice Assistants. These goals respond directly to prior calls for research on the role of VAs in fostering consumer engagement and the limited understanding of whether brand credibility alleviates users’ privacy concerns with VAs. A mixed-methods approach was employed to investigate the research objectives. The first phase involved a quantitative survey designed to capture users’ experiences with VAs and recruit participants for further qualitative inquiry. A total of 79 individuals were surveyed, and 23 in-depth semi-structured interviews were conducted with users of VAs. This combination of methods enabled both the identification of usage patterns and a deeper understanding of users’ perceptions. Findings revealed an asymmetric, bidirectional influence between VAs and CBR. On one hand, the VA acts as an intermediary between the consumer and the brand, enabling personalised and convenient interactions that can enhance brand engagement. However, this effect is not consistent – some users feel more connected and engaged to the brand, while others view the VA as a purely technological tool, with no impact on brand engagement. On the other hand, brand credibility emerged as a consistent mitigator of privacy concerns with VAs. Users demonstrated greater trust in VAs from credible brands (e.g., Apple, Google), associating credibility and scale with data security – even in the absence of technical understanding. This study contributes a more differentiated view to the literature, showing that while VAs can foster engagement, the outcome depends on users’ subjective interpretations. In contrast, brand credibility consistently plays a reassuring role. As Artificial Intelligence (AI) technologies are transforming how brands interact with consumers, brands must adapt not only their technological offerings but also how they build and maintain relationships with consumers.