A comprehensive literature review on the influence of artificial intelligence on consumer engagement and brand loyalty in digital marketing.

Abstract

This literature review synthesizes key findings from recent studies examining the impact of artificial intelligence (AI) technologies on consumer engagement, brand loyalty, and digital marketing strategies. Utilizing frameworks such as affordance theory, social identity theory, and delegation theory, these studies reveal how AI influences brand perception, consumer trust, and purchase behavior across various sectors, including finance, retail, and tourism. The review highlights how specific AI features, such as anthropomorphism, interactivity, and personalization, enhance user experience, fostering brand identification and loyalty. However, ethical concerns regarding data privacy, customer manipulation, and authenticity are also noted as challenges within the AI- driven marketing landscape. By consolidating these insights, this review provides a theoretical and practical foundation for future research on AI's role in consumer behavior and offers strategic considerations for marketing professionals in the digital age