Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence

Abstract

This study was conducted to investigate factors affecting Vietnamese customer engagement, the effect of customer engagement on brand loyalty in FMCG industry, and the moderating role of artificial intelligence. A 435 valid sample was used in this study to assess the influence of self – congruity, social influence, economic benefits, information seeking, brand warmth, brand activism, social media marketing, brand attachment on customer engagement, then the impact of customer engagement on brand loyalty, and how artificial intelligence moderates the correlation between customer engagement and brand loyalty. PLS – SEM was conducted, then the results showed that all 11 factors with 33 observed variables were accepted. For the multivariate regression test, there were 7 factors positively affecting customer engagement consisting of: self – congruity, social influence, information seeking, brand warmth, brand activism, social media marketing, and brand attachment. Artificial intelligence moderates the relationship between customer engagement and brand loyalty. The findings of this study have provided a fresh perspective, assisting managers in their efforts to promote customer engagement and brand loyalty. Moreover, study also suggests several new and innovative applications of AI in customer engagement on social media platforms.