Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence
This study was conducted to investigate factors affecting Vietnamese customer engagement, the effect of customer engagement on brand loyalty in the Fast‑Moving Consumer Goods (FMCG) industry, and the moderating role of artificial intelligence (AI). A 416 valid sample was used in this study to assess...
Saved in:
| Main Authors: | , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2024-12-01
|
| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2428778 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1846160553187213312 |
|---|---|
| author | Hoang Cuu Long Phan Nguyen Anh Quan Nguyen Ho Xuan Tra Tien-Dzung Pham Nguyen Thuy Linh Ngo Huynh Khanh Doan |
| author_facet | Hoang Cuu Long Phan Nguyen Anh Quan Nguyen Ho Xuan Tra Tien-Dzung Pham Nguyen Thuy Linh Ngo Huynh Khanh Doan |
| author_sort | Hoang Cuu Long |
| collection | DOAJ |
| description | This study was conducted to investigate factors affecting Vietnamese customer engagement, the effect of customer engagement on brand loyalty in the Fast‑Moving Consumer Goods (FMCG) industry, and the moderating role of artificial intelligence (AI). A 416 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 AI experience moderates the correlation between customer engagement and brand loyalty. For the multivariate regression test, there were 8 factors positively affecting customer engagement. Self‑congruity, Social media marketing, Brand warmth, Social influence, Economic benefit, and Brand attachment all positively influence Social Customer engagement. 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. In this study, AI experience is investigated to enhance the effect of social customer engagement on brand loyalty in the Vietnam FMCG industry. |
| format | Article |
| id | doaj-art-879da239df5c42fbb95d39239bbc1c79 |
| institution | Kabale University |
| issn | 2331-1975 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-879da239df5c42fbb95d39239bbc1c792024-11-22T06:15:48ZengTaylor & Francis GroupCogent Business & Management2331-19752024-12-0111110.1080/23311975.2024.2428778Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligenceHoang Cuu Long0Phan Nguyen Anh Quan1Nguyen Ho Xuan Tra2Tien-Dzung Pham3Nguyen Thuy Linh4Ngo Huynh Khanh Doan5University of Economics Ho Chi Minh City - UEH, Ho Chi Minh City, VietnamUniversity of Economics Ho Chi Minh City - UEH, Ho Chi Minh City, VietnamUniversity of Economics Ho Chi Minh City - UEH, Ho Chi Minh City, VietnamUniversity of Economics Ho Chi Minh City - UEH, Ho Chi Minh City, VietnamUniversity of Economics Ho Chi Minh City - UEH, Ho Chi Minh City, VietnamUniversity of Economics Ho Chi Minh City - UEH, Ho Chi Minh City, VietnamThis study was conducted to investigate factors affecting Vietnamese customer engagement, the effect of customer engagement on brand loyalty in the Fast‑Moving Consumer Goods (FMCG) industry, and the moderating role of artificial intelligence (AI). A 416 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 AI experience moderates the correlation between customer engagement and brand loyalty. For the multivariate regression test, there were 8 factors positively affecting customer engagement. Self‑congruity, Social media marketing, Brand warmth, Social influence, Economic benefit, and Brand attachment all positively influence Social Customer engagement. 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. In this study, AI experience is investigated to enhance the effect of social customer engagement on brand loyalty in the Vietnam FMCG industry.https://www.tandfonline.com/doi/10.1080/23311975.2024.2428778Customer engagementbrand loyaltyartificial intelligenceFMCGVietnamM31 |
| spellingShingle | Hoang Cuu Long Phan Nguyen Anh Quan Nguyen Ho Xuan Tra Tien-Dzung Pham Nguyen Thuy Linh Ngo Huynh Khanh Doan Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence Cogent Business & Management Customer engagement brand loyalty artificial intelligence FMCG Vietnam M31 |
| title | Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence |
| title_full | Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence |
| title_fullStr | Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence |
| title_full_unstemmed | Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence |
| title_short | Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence |
| title_sort | factors affecting customer engagement and brand loyalty in vietnam fmcg the moderation of artificial intelligence |
| topic | Customer engagement brand loyalty artificial intelligence FMCG Vietnam M31 |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2428778 |
| work_keys_str_mv | AT hoangcuulong factorsaffectingcustomerengagementandbrandloyaltyinvietnamfmcgthemoderationofartificialintelligence AT phannguyenanhquan factorsaffectingcustomerengagementandbrandloyaltyinvietnamfmcgthemoderationofartificialintelligence AT nguyenhoxuantra factorsaffectingcustomerengagementandbrandloyaltyinvietnamfmcgthemoderationofartificialintelligence AT tiendzungpham factorsaffectingcustomerengagementandbrandloyaltyinvietnamfmcgthemoderationofartificialintelligence AT nguyenthuylinh factorsaffectingcustomerengagementandbrandloyaltyinvietnamfmcgthemoderationofartificialintelligence AT ngohuynhkhanhdoan factorsaffectingcustomerengagementandbrandloyaltyinvietnamfmcgthemoderationofartificialintelligence |