“A glimpse into the AI”: exploring the effect of consumers’ chatbot interaction experience on brand attachment and advocacy with the moderating role of AI skepticism

Purpose The study aims to investigate how consumer interactions with AI chatbots influence brand attachment and advocacy, considering AI skepticism as a moderating factor. It addresses a significant gap in understanding the interplay between technology-driven customer experiences and brand relationships. By focusing on the dynamics of chatbot interaction, the research seeks to provide insights into fostering emotional connections and advocacy behaviors while managing AI skepticism in consumer-brand interactions. Design/methodology/approach This study employed a quantitative survey design to explore the impact of consumers’ interaction experiences with AI chatbots on brand attachment and advocacy. A structured online questionnaire gathered data from 388 participants, ensuring familiarity with chatbot usage. Structural equation modeling and Smart PLS 3.0 were utilized for confirmatory and structural analyses. Additionally, multi-group analysis was performed to assess the moderating role of consumer AI skepticism. Reliability and validity of the measurement scales were ensured through exploratory factor analysis and confirmatory factor analysis. Findings The study found that positive chatbot interaction experiences significantly enhance brand attachment and advocacy. Consumer AI skepticism negatively moderates these relationships, reducing the impact of chatbot interactions on brand advocacy but not on brand attachment. Brand attachment partially mediates the relationship between chatbot interaction experiences and advocacy, emphasizing emotional bonds’ role in driving advocacy. The findings highlight the importance of designing engaging and trustworthy chatbot experiences to cultivate strong consumer-brand relationships. Research limitations/implications The study’s reliance on convenience sampling may limit the generalizability of its findings. Further research should explore sector-specific applications, such as tourism or telecommunications, to validate the proposed model. Examining diverse age groups and using alternative theoretical frameworks, like the theory of planned behavior, could provide richer insights. Despite these limitations, the research offers a foundational understanding of the role of AI chatbots in consumer-brand relationships, guiding future studies on AI skepticism and its implications for technology-mediated interactions. Practical implications Business practitioners can leverage the study’s insights to enhance chatbot interactions by ensuring reliable, personalized and engaging experiences. Monitoring and addressing consumer AI skepticism is critical to maintaining trust and fostering brand advocacy. Chatbots should provide accurate and credible information to counteract AI skepticism effectively. Brands can improve loyalty by incorporating user-friendly designs and tailoring chatbot responses based on consumer data. These strategies can strengthen emotional connections, drive advocacy and support long-term consumer engagement. Social implications AI chatbots significantly influence consumer trust and brand advocacy, with implications for social behavior in digital interactions. By addressing AI skepticism, companies can foster a culture of transparency and reliability in AI-powered customer service. This promotes positive consumer perceptions of AI technology, encouraging broader acceptance and responsible use of AI-driven tools in society. Furthermore, enhancing consumer experiences with chatbots can support ethical AI deployment, minimizing misinformation and fostering inclusive digital environments. Originality/value This research is among the first to empirically examine the dual role of chatbot interaction experiences and consumer AI skepticism in shaping brand attachment and advocacy. By exploring these dynamics, it extends current literature on AI in marketing, emphasizing emotional and behavioral outcomes of AI-driven consumer interactions. The study provides actionable recommendations for businesses to optimize chatbot strategies, ensuring meaningful customer engagement and addressing the challenges posed by consumer AI skepticism.