J
Journal of Economics, Management, Entrepreneurship, and Business Abnus Publisher

The Role of AI-Driven Personalization and Storytelling on Trust and Perceived Brand Authenticity

2024-11-29
Published
85-94
Pages
OPEN
Access
DI
Donny Irawan
Universitas Dr. Soetomo Surabaya, Indonesia
SA
Sri Utami Ady
Universitas Dr. Soetomo Surabaya, Indonesia
NS
Nur Sayidah
Universitas Dr. Soetomo Surabaya, Indonesia
Abstract

Purpose: This qualitative study aims to analyze the relationship between AI-driven personalization, brand storytelling, and brand trust with brand authenticity perceptions.

Research Methodology: This research is based on a literature review of 30 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 authenticity.

Results: The results show that AI-driven personalization is closely related to the formation of brand trust. In addition, brand storytelling has been identified as an important element in increasing brand trust. Brand trust plays an important role as a mediator in the relationship between AI-driven personalization and brand authenticity perception. Moreover, AI-driven personalization and brand storytelling support the perception of brand authenticity.

Conclusions: This study concludes that AI-driven personalization and brand storytelling play significant roles in building brand trust, which in turn strengthens perceptions of brand authenticity. The research highlights the importance of integrating both strategies for creating a more authentic and trustworthy brand image.

Limitations: The study focuses on the theoretical aspects of AI-driven personalization and brand storytelling without empirical validation. It also concentrates on a limited range of factors affecting brand trust and authenticity, excluding other potential influences such as market conditions or cultural differences.

Contributions: This research contributes to the understanding of how AI-driven personalization and brand storytelling influence brand trust and authenticity perceptions. It provides practical insights into how brands can use these tools to enhance consumer engagement and brand loyalty.

AI-Driven Personalization Brand Storytelling Brand Trust Perception of Brand Authenticity
How to Cite
Irawan, D., Ady, S. U., & Sayidah, N. (2024). The Role of AI-Driven Personalization and Storytelling on Trust and Perceived Brand Authenticity. Journal of Economics, Management, Entrepreneurship, and Business, 4(2), 85-94. https://doi.org/10.52909/jemeb.v4i2.199
Endnote/Zotero/Mendeley (RIS) BibTeX
References
  1. Amil, A. (2024). The impact of AI-driven personalization tools on privacy concerns and consumer trust in e-commerce.
  2. 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
  3. 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
  4. 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
  5. Chavez, T., O’Hara, C., & Vaidya, V. (2019). Data driven harnessing data and AI to reinvent customer engagement.
  6. 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, 2950–2971. https://doi.org/10.1080/13683500.2020.1776687
  7. 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, 100402. https://doi.org/10.1016/j.jdmm.2019.05.002
  8. 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
  9. Danner, G. E. (2019). The executive’s how-to guide to automation: Mastering AI and algorithm-driven business.
  10. Das, A., Malaviya, S., & Singh, M. (2023). The impact of AI-driven personalization on learners’ performance. International Journal of Computer Sciences and Engineering, 11(8), 15–22. https://doi.org/10.26438/ijcse/v11i8.1522
  11. 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, 10–23. https://doi.org/10.1016/j.jdmm.2019.05.002
  12. Dessart, L., & Pitardi, V. (2019). How stories generate consumer engagement: An exploratory study. Journal of Business Research, 104, 183–195. https://doi.org/10.1016/j.jbusres.2019.06.045
  13. Eric, J., Durrieu, F., & Lick, E. (2020). Effects of perceived authenticity on purchase intentions. Journal of Retailing and Consumer Services, 55, 102087. https://doi.org/10.1016/j.jretconser.2020.102087
  14. Febrian, A., & Vinahapsari, C. A. (2020). Brand equity is mediated in influencing purchase intentions on e-commerce. Engineering & Management, 3703, 3703–3710.
  15. 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.
  16. 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
  17. 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
  18. 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
  19. 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
  20. 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
  21. Imamovic, I. (2024). AI-driven personalization in beauty retail: Exploring how AI-based applications influence customer satisfaction and brand loyalty.
  22. 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
  23. 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
  24. 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
  25. Kedi, W. E., Ejimuda, C., Idemudia, C., & Ijomah, I. (2024). AI-driven content generation software for SME marketing: Balancing automation and brand authenticity. International Journal of Engineering Research and Development, 20(8), 126–132.
  26. 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
  27. 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
  28. Kim, J. H., & Song, H. (2020). The influence of perceived credibility on purchase intention via competence and authenticity. International Journal of Hospitality Management, 90, 102617. https://doi.org/10.1016/j.ijhm.2020.102617
  29. 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
  30. 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
  31. 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
  32. 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
  33. Mogaji, E. (2021). Brand management: An introduction through storytelling. https://doi.org/10.1007/978-3-030-66119-9
  34. Moin, S. M. A. (2020). Brand storytelling in the digital age: Theories, practice and application. https://doi.org/10.1007/978-3-030-59085-7
  35. 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
  36. Peho, C. (2020). Storytelling as a means of brand building - building authenticity and emotions through brand stories [Master’s Thesis, Aalto University School of Business].
  37. 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, 726–736. https://doi.org/10.1016/j.jbusres.2019.01.002
  38. 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
  39. 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
  40. 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.
  41. Rafieian, O., & Yoganarasimhan, H. (2023). AI and personalization. In K. Sudhir & O. Toubia (Eds.), Artificial intelligence in marketing (pp. 77–102, Vol. 20). Emerald Publishing Limited. https://doi.org/10.1108/S1548-643520230000020004
  42. 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
  43. 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.
  44. Rodriguez, M. (2020). Brand storytelling: Put customers at the heart of your brand story. https://www.kobo.com/in/en/ebook/brand-storytelling
  45. Roos, M. (2020). To what extent do the elements conflict and character in brand stories influence brand perception and contribute to purchase intention? [Thesis].
  46. 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
  47. 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, 348–363. https://doi.org/10.1016/j.tourman.2018.10.009
  48. 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
  49. 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
  50. Skillius, E., Jacobsson, A., & Abebe, S. A. (2024). Beyond the algorithm: How AI-driven personalized ads shape consumer loyalty and brand engagement.
  51. Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039
  52. 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
  53. Sung, E., Bae, S., Han, D. I. D., & Kwon, O. (2021). Consumer engagement via interactive artificial intelligence and mixed reality. International Journal of Information Management, 60, 102382. https://doi.org/10.1016/j.ijinfomgt.2021.102382
  54. Sutherland, K. E., & Barker, R. (2023). Transmedia brand storytelling. https://doi.org/10.1007/978-981-99-4001-1
  55. 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
  56. 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
  57. 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
  58. 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
  59. Venkateswaran, N. (2023). AI-driven personalization in customer relationship management: Challenges and opportunities. Journal of Theoretical and Applied Information Technology, 101(18), 7392–7399.
  60. 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
License
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Irawan, D., Ady, S. U., & Sayidah, N. (2024). The Role of AI-Driven Personalization and Storytelling on Trust and Perceived Brand Authenticity. Journal of Economics, Management, Entrepreneurship, and Business, 4(2), 85-94. https://doi.org/10.52909/jemeb.v4i2.199
Downloads
View PDF PDF · Open Access
Statistics
Issue
Vol. 4 No. 2 (2024): November
Articles

Similar Articles

11-18 of 18

You may also start an advanced similarity search for this article.