How Does AI Drive Branding

International Journal of Information Management Data Insights 3 (2023) 100205
Contents lists available at ScienceDirect
International Journal of Information

Management Data Insights
journal homepage: www.elsevier.com/locate/jjimei
How does AI drive branding? Towards an integrated theoretical framework

for AI-driven branding
Maria DSouza Deryl *, Sanjeev Verma, Vartika Srivastava
Indian Institute of Management Mumbai, Vihar Lake, Powai, Mumbai, India
A R T I C L E I N F O A B S T R A C T
Keywords: Brands are transforming with the acceptance, adoption, and use of artificial intelligence (AI) technologies. AI
Artificial intelligence builds dynamic consumer-brand relationships that help build sustainable businesses for brands to thrive. The
Brand brands sustain in competitive markets by crafting engaging brand narratives that holistically influence consumer
Review
purchase decisions. The present study comprehensively reviews the theoretical underpinnings of AI-driven
Consumer behaviour
Relationship
branding from the extant literature. The thematic analysis of theoretical premises instrumentalises developing
a novel integrated theoretical framework. The intricate analysis of the constellation of theories and the simul
taneous amalgamation of concepts allows for a unified viewpoint. The integrated theoretical framework offers an
in-depth overview of the drivers, mediators, moderators, and consequences of AI-driven branding. The integrated
theoretical framework extends the current theoretical understanding of consumer-brand relational dynamics
with AI that practitioners may use to sustainably transform their brands.
1. Introduction considering the diverse applications of AI in brand activities (Davenport

et al., 2020; Huang & Rust, 2021; Martin & Murphy, 2017; Mariani &
Artificial Intelligence (AI) is the recent technological disruptor Baggio, 2022; Hermann, 2022; Kaplan & Haenlein, 2020; Dew et al.,
responsible for transforming marketing strategies in mammoth pro 2022; Verma et al., 2021; Mariani et al., 2023; Lin & Wu, 2023). The
portions (Verma et al., 2021). The academic contributions towards AI-driven branding literature houses a myriad of theories rooted in
deciphering the sustainable impact of AI on marketing are significant different disciplines to explain the research topic. For example, the norm
and continue to garner interest. The nexus of Branding and AI is wit as a construct has been used widely to explain AI-dtheriven branding
nessing a colossal rise in the scholarly marketing research domain. The from different theoretical perspectives. Dwivedi et al. (2021) used the
marketplace is cognizant of the rampant technophilia that brings both theory of planned behaviour to explain the role of subjective norms in
brands and consumers a sense of spirited gratification (Belk, 2021) and social influence for a positive response to AI-driven branding. Can
cultivates sustainable business relationships (Goralski & Tan, 2020). AI tallops and Salvi (2014) used subjective norms from the Technology
goes beyond just a progression of statistics and data distributions. Acceptance Model perspective to explain the user acceptance of AI in
Digitisation is prevalent across all fields in the corporate arena, brand interactions. Kim et al. (2023) used social capital theory to the
including human resource management (Votto et al., 2021), tourism reciprocal norm for liking social media brand activities. Chan et al.
management (Verma et al., 2022), civic governance (Verma, 2022), (2022) used presumption theory to explain the role of norm-based
sustainability (Nishant et al., 2020) etc. Predictive capabilities of AI fuel message tunning for garnering brand support in social media initia
effective, sustainable and consistent brand strategy. Personalised cam tives. As evident, multiple theoretical lenses are applied across a
paigns, collaborative initiatives, and predictive modelling offer incom plethora of research references to explain the role of norms in AI-driven
parable insights for marketing researchers and practitioners (Campbell branding, leading to theoretical and interdisciplinary confusion. The
& Price, 2021). AI-driven branding facilitates the connection between problem lies in the conflict of choice among various theories across
innovation and sustainability due to the mutually symbiotic relationship disciplines. There is an urgent need to schematically and thematically
between man and machine (Vaio et al., 2020). consolidate the theories used in the extant literature to offer a unified
The AI-driven branding literature is growing exponentially view of AI-driven branding. Without such an analysis, the successful
* Corresponding author.
E-mail address: maria.dsouza.2106009@iimmumbai.ac.in (M.D. Deryl).
https://doi.org/10.1016/j.jjimei.2023.100205
Available online 4 November 2023

2667-0968/© 2023 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-
nc-nd/4.0/).
M.D. Deryl et al. International Journal of Information Management Data Insights 3 (2023) 100205
progression of the AI-driven branding domain would be a protracted to the theoretical development by corroborating and summarising what
task (Mustak et al., 2021). Moreover, the void of a unified theoretical is known with an integrated viewpoint (MacInnis, 2011). Based on a
perspective impedes future research potential and limits the advance systematic and structured review encompassing thematic and content
ment of the domain. Hence, a theoretical review would act as a catalyst analysis, the present study proposes an integrated theoretical framework
to stimulate the future research agenda and propagate the AI-Brand to address the research questions. The extant theoretical review with
dominion. A holistic and unified theoretical review through sche underlying theoretical underpinnings is analysed metaphorically like an
matic, thematic, and content analysis will help to build an integrated architectural plan wherein the researcher plays the role of an architect to
perspective to guide future researchers and practitioners. Thus, the create an integrative framework (MacInnis, 2011).
present study fills the research gap by offering an integrated theoretical The paper is structured comprising seven sections. Section two pre
framework to explain AI-driven branding. sents the theoretical background, and section three details the research
Previous researchers have presented literature reviews from varied methodology. Section four outlines the prominent theories used in
perspectives to capture a synthesised view of the literary contributions extant literature to explain the role of AI in branding and answer RQ 1.
of AI-driven branding. A review by Varsha et al. (2021) conducted a Section five integrates the theoretical premises using thematic and
bibliometric study on 117 research articles from 1982 to 2019 to assess content analysis to develop an integrated framework and addresses RQ
the performance of science actors and map the intellectual structure of 2. Section six unfolds implications for theory, practice, and policy to
the topic of AI-driven branding. Dropulić et al. (2022) conducted a address RQ3. Section seven concludes the contribution of the paper.
systematic literature review with 82 research articles from 2011 to
2021, applying a narrative style of review presentation. Vaio et al. 2. Theoretical background
(2020) conducted a systematic literature review assessing how AI im
pacts the creation of sustainable business models for brands, with a 2.1. Branding and AI
dataset of 73 papers from 1990 to 2019. A literature review of 1451
articles applying a mixed-method approach (combining topic-modeling AI is defined in varied ways to ultimately insinuate the splendour of
and content analysis) is done on AI maturity and consumer readiness technology, characterised by personalisation and convenience. AI fa
using a socio-technical frame of reference (Akbarighatar et al., 2023). cilitates three broad functions: "interpret external data correctly, learn
All of the previous studies have focussed on describing the past from such data, and exhibit flexible adaptation” (Kaplan & Haenlein,
literature and examining the dimensionality of the domain of AI in 2019, p. 17). AI in branding has evolved under the purview of three
branding. However, a theoretical lens with a unified viewpoint is dimensions – Level of Intelligence, Task Type (task automation or context
missing. The previous reviews have consolidated the academic contri awareness), and AI in Robotics (Davenport et al., 2020). AI is “manifested
butions and thematically described the same. However, a comprehen by machines that exhibit aspects of human intelligence” (Huang & Rust,
sive account of the theoretical underpinnings used in AI-driven branding 2018, p. 155). The extant literature presents either all-encompassing
and the subsequent integration of the theoretical lenses is an evident gap definitions (Shieber, 2004; Brooks, 1991; Russell & Norvig, 2010;
in the literature. Hence, the present theoretical review resolves the un Legg & Hutter, 2007) or too-restrictive definitions (Goertzel, 2015;
addressed problem of a unified theoretical viewpoint that promises Thórisson et al., 2015; Kurzweil, 2005). According to De Bruyn et al.
future researchers the ease of reviewing the theories used in AI-driven (2020, p.3), an appropriate and definite definition of AI is “machines
branding literature all at once. that mimic human intelligence in tasks such as learning, planning, and
Additionally, previous researchers have selected papers till 2021 and problem-solving through the higher level, autonomous knowledge
included less than 250 documents. The present study has considered 414 creation.”
research articles published in Scopus-indexed journals between 2000 A “Brand” is defined in a myriad of ways owing to the multiple
and 2022. Thereby, assuring a detailed and systematic analysis in nuanced perspectives presented in the extant literature. The American
recency, quality of articles, and rigour. Thus, the present review at Marketing Association (AMA) described a brand as a logo in 1960. The
tempts to widen the horizons of brand research by systematically syn AMA redefined " Brand " in 2007 as “A name, term, design, symbol, or
thesising, reviewing, and unifying the theories in the past literature. The any other feature that identifies the seller’s good or services as distinct
present study unfolds multiple facets of AI in branding for advancing the from those of other sellers.” (AMA, 2007) A brand is considered a legal
research domain by identifying a constellation of prominent theories to statement of ownership (Crainer, 1985), offering corporate identity
build a unified theoretical framework that highlights the AI’s precursors, (Van Riel & Balmer, 1997; Varadarajan et al., 2006), acting as a memory
mediators, moderators, and outcomes in the branding phenomenon. The shortcut to building mental connections (Keller, 2003; Jacoby et al.,
review is an integrated, conceptually rich thematic analysis of the 1977) and for some brands, creating an emotional association with
research domain’s theoretical structure (underlying theories, emerging consumers (Kapferer, 2008). Brands present an identity framework
themes, and conceptual definitions). Given the above discussion, the comprising six unique aspects (Kapferer, 1994), namely, culture
present study aims to resolve the definitional ambiguities and shape the (O’Reilly, 2005), personality (Aaker, 1997; Zinkhan et al., 1996;
topic by developing an integrated theoretical view. Azoulay & Kapferer, 2003; Goodyear, 1993), self-projection, physique,
The research questions of this study are as follows: reflection, and relationship (Woodward, 1991; Blackston, 1992). Brands
and their associated branding activities are an evolving phenomenon
RQ 1. What is the theoretical foundation of AI-driven branding?
that paves the way for successful differentiation in a competitive and
RQ 2. What is the integrated theoretical framework for explaining AI- fickle marketplace.
Driven branding? What are the drivers, consequences, mediators, and By displaying facets of human intelligence, AI is dynamically trans
moderators of this phenomenon? forming the branding landscape through inventive breakthroughs, cre
ative content, immersive experiences (Kar &Varsha, 2023) and diverse
RQ 3. What are the implications of an integrated theoretical framework
communication channels (Haenlien & Kaplan, 2019). According to
for theory, practice, and policy?
Marinchak et al. (2018), AI is applied to effectively segment and target
The present integrative review with a theoretical lens aims to customers, create appropriate brand advertising content and predict
develop an integrated theoretical framework to propose propositions to consumer preferences to offer a personalised experience. Extant litera
guide theory and practice. Along the discovery-justification continuum ture depicts how advanced AI-enabled applications are being embedded
resonating with knowledge development (Hanson, 1958), the present into branding strategies, brand engagement plans and brand in
study validates what is known and accumulates the theories used to teractions by way of virtual assistants (Jones, 2022; Maroufkhani et al.,
explain the phenomenon of AI in branding. Thus, the study contributes 2022; Loureiro & Bilro, 2022), chatbots (Lin & Wu, 2023; Chung et al.,
2
2020; Arjun et al., 2021), robotic applications (Chan & Tung, 2019; personality lens towards the rampant digital sphere (Torres & Augusto,
Hwang et al., 2021; Davenport et al., 2020), augmented reality plat 2019), extant literature is surveying how consumers are attaching
forms (Tan et al., 2022; Rauschnabel et al., 2019; Scholz & Duffy, 2018), anthropomorphic characteristics to brand entities during their online
virtual reality interfaces (Bigne et al., 2016; Rather et al., 2023; Regt interactions on social media platforms (Machado et al., 2019), virtual
et al., 2021), branded avatar interactions (Belk, 2014; Miao et al., 2022; conversational agents (Youn & Jin, 2021; Vernuccio et al., 2021) and
Lin et al., 2021) and immersive experiences (Kozinets, 2023; Ardura & brand owned media (websites) (Shobeiri et al., 2015). From the
Artola, 2019; Wongkitrungrueng & Suprawan, 2023; Kar & Varsha, perspective of differentiation, building and conveying the right kind of
2023). Furthermore, as AI reimagines brand management, several facets brand personality can generate a positive UGC as opposed to focusing
of branding are being influenced and augmented by the forces of AI only on functional brand benefits (Chernatony, 2010).
technologies.
2.5. Brand elements and AI

2.2. Brand equity and AI
Brand elements like the logo, tagline, colours and graphics impact
In the age of digitisation, brand equity is reflected by the “added
brand visibility as it is present on product packaging, brand merchan
value” (Farquhar, 1989, p. 24) rendered by AI-driven technologies.
dise, advertising content, brand websites and social media platforms.
According to Keller (1993, p. 1-22), brand equity is the “differential
Brand elements are the “name, term, design, symbol, or a combination of
effect that brand knowledge” creates on consumer perceptions towards
them” for easier identification and effective differentiation (American
the branded efforts. Predictive capabilities, social media analytics and
Marketing Association, 1960). Researchers have challenged the defini
natural language processing (NLP) help brands deliver differentiated
tion for being too narrow in perspective as intangible brand elements
offerings, thus, achieving high brand equity to stay competitively strong
(mission, vision and purpose) have not been considered (Crainer, 1995).
(Rajagopal, 2020). AI impacts brand equity by reflecting in actionable
The brand logo and other elements convey the spirit of the brand. Thus,
outcomes like brand volume, profit margins, awareness and advocacy
with the emergence of AI, brands can use advanced technologies to
(Oh et al., 2020). AI tools like data analytics, sentiment analytics, ma
design impactful brand elements (Dew et al., 2022) or use AI techniques
chine learning and deep learning are influencing the three dimensions of
to gauge consumers’ perceptions of a newly designed/redesigned logo
brand equity, namely customer mindsets (e.g., attitude, loyalty,
(Capatina et al., 2020). On social media, consumer photos with the
attachment), product-market outcomes (e.g., price premium, market
brand logo or signage present depict brand loyalty, advocacy, love and
share) and brand deemed a financial asset (Ailawadi & Keller, 2004; Oh
positive word-of-mouth (Varsha et al., 2021). AI techniques like ma
et al., 2020). User-generated content (UGC) on social media platforms or
chine learning algorithms and artificial neural networks can help un
brand online communities contributes to building or attenuating the
derstand why consumers tap into brand profiles to get the brand’s
brand’s image, thus impacting the brand’s overall equity (Kuksov et al.,
attention and display loyalty to the brand (Kapidzic, 2013; Skotis et al.,
2013). Ergo, brands use AI techniques to obtain, analyse and predict
2023).
consumer opinions using the learnings and patterns emerging from the
big data (Dwivedi et al., 2023).
2.6. Brand relationships and AI
2.3. Brand sustainability and AI
Consumer-brand relationships (CBR) comprise six key elements:
Implementing and integrating sustainable branding and operations partner quality, intimacy, behavioural interdependence, personal
functions enhances sustainable business practices (Kumar & Christo commitment, self-concept connections and love (Fournier, 1998). All six
doulopoulou, 2014). Brands can be used as strategic means to achieve dimensions were introduced in the seminal study by Fournier (1998),
sustainable processes with the help of AI acting as the technological wherein the Brand Relationship Quality Model (BRQ Model) was con
facilitator (Backhaus et al., 2011). The study by Nishant et al. (2020), ceptualised. CBR has a significant impact on a brand’s successful exis
highlights the adverse impacts of AI implementation on building sus tence in the marketplace as it enhances the brand’s repute, builds a loyal
tainable brand businesses including growing cybersecurity risks, con customer base and helps the brand survive in a largely competitive
sumer vulnerability to data breaches, and difficulty measuring the ecosystem (Sweeney & Chew, 2002). In the age of advanced technolo
impact of technological strategies. Rapid developments in AI technolo gies led by AI, brand practitioners aim to leverage the conversational
gies are changing the patterns of consumption and production owing to abilities of AI agents like chatbots, digital avatars, virtual assistants and
Knowledge Management Systems (KMS) emerging as an effective physical-embodied robots to forge long-lasting CBR (Lin & Wu, 2022).
pathway for brands to create sustainable business models (Vaio et al., The personalised conversations and prompt customer service rendered
2020). AI assists in augmenting brand performance by implementing by AI-driven conversational agents build positive consumer perceptions
eco-innovation at the product, process and organisational levels (Lar and need gratification. Thus, effective social interactions lead to the
bi-Siaw et al., 2022). AI technologies tread on futuristic ideals to create a strengthening of brand relationships and consequently increased pur
disrupting or enhancing effect on brand initiatives such that the chase intention from loyal consumers (Lin & Wu, 2023). Cheng and
competitive advantage is sustained (Goralski & Tan, 2020). Jiang (2022) highlight how chatbot marketing initiatives indirectly
impact CBR as consumers consider the interaction quality, information
2.4. Brand personality and AI availability, accessibility and personalisation capabilities (Nguyen et al.,
2021). The quality of AI services impacts the relationship between
Brand personality revolves around identifying the type of personality brands and consumers. With high-quality AI, consumers are pleased
a brand represents and the degree of personality congruence there is with the reliability, speed and customisation, thus directly positively
between a consumer and the brand (Zinkhan et al., 1996). In the AI era, impacting their perception of the brand and building a strong bond. The
it is important to understand and attribute humanlike personality traits quality of consumer-brand relationships impacts the sustainability of
to brands as there is a direct influence on consumers’ actions and the brand efforts in engagement and visibility. Factors like trust moderate,
relationship they share with the brand. In 1997, Aaker coined the term whereas psychological barriers and product usage doubts mediate the
brand personality and defined it as the set of human traits attributed to a relationship between anthropomorphic AI assistants and CBR (Jham
brand. With the onset of AI-driven applications, brand personality is et al., 2023). Thus, automated AI agents support brands in creating or
being applied to an influx of technological contexts to explain consumer enhancing CBR through programmed predictive capabilities that
responses to brand initiatives. With a contextual shift of brand personalise and delight consumers.
3
3. Research methodology learning”, “deep learning”, “text analytics”, “data mining” and “pre
dictive analytics”. In the first phase of the search mission which is
According to Tranfield et al. (2003), a literature review performs a Assembling, we obtained 4000 documents. In the second phase, Arran
two-fold task. A review scientifically maps the existing research domain ging, certain inclusion and exclusion criterias were considered and
and evaluates a future research direction that can further strengthen the applied. To adequately classify the data we applied filters pertaining to
knowledge on the topic. A review is characterised by identifying and Language (English), Time Frame (2000 – 2022), Source Type (Indexed
synthesising relevant literature to streamline, examine, and answer Reputed Journals) and Document Type (Published Peer-Reviewed
specific research questions (Palmatier et al., 2018). The present study Research Papers). A combination of the system and manual filtering
adopts both current and rigorous methods, the bibliometric analysis led to the retrieval of 414 documents for further analysis.
technique (Donthu et al., 2021) and the Scientific Procedures and Ra A thorough review of 414 documents from 2000 to September 2022
tionales for Systematic Literature Reviews (SPAR-4-SLR) Protocol (Paul forms the basis of the bibliographic cluster analysis. Louvain algorithms-
et al., 2021). Comprehensive analysis with the systematic integration of based bibliographic network analysis (Zupic & Cater, 2015) on Vos
414 documents drives the thematic analysis to develop a holistic theo Viewer identifies the thematic clusters, building the research domain’s
retical viewpoint. The present theoretical review retrieves extant the conceptual foundation. Extant literature suggested various community
ories cited in relevant literature to establish a unified framework for detection algorithms with different types and scales of complex net
enabling a cohesive view (Venkatesh et al., 2003). Such reviews act as works (Zhang et al., 2018b). Christensen et al. (2020) compared eight
the steering wheel, directing and progressing the research domain on the different community detection algorithms – Walktrap, Infomap,
right path to reach the desired potential of understanding the Fast-greedy, Louvain, Leading Eigenvalue, Label Propagation, Spinglass,
phenomenon and Edge Betweenness for performance evaluation and found the Lou
The present study maps the intellectual structure of AI-enabled vain algorithm superior to others when nodes proximity was measured
branding based on the Scientific Procedures and Rationales for Sys on Euclidean distance. Other researchers like Brusco et al. (2022) and
tematic Literature Reviews (SPAR-4-SLR) Protocol (Paul et al., 2021). Gates et al. (2016) also attempted similar studies to compare the com
The SPAR-4-SLR protocol allows us to present an integrated overview of munity detection algorithm and found the advantages of using the
the current state of knowledge in three stages: assembling, arranging, Louvain algorithm. Louvain Algorithm (Blondel, Guillaume, Lambiotte,
and assessing. The 414 documents were retrieved from the compre & Lefebvre, 2008) works in two phases. The first phase works on the
hensive citation database, Scopus by creating a query string that holds modularity optimization process (local moving of nodes), followed by
keywords like “artificial intelligence”, “brand”, “branding”, “machine the network aggregation process. Louvain algorithms discern
Fig. 1. Methodology flowchart.
4
well-defined communities based on hierarchical structuring of commu below.

nities at a faster rate and hence, is a preferred choice for network The section additionally acquaints the readers with theoretically rich
analysis. propositions that will direct future research down the right path. The
Ergo, the thematic analysis of the eight bibliometric clusters discerns propositions are tentative statements that explore the possible re
the dimensionality of the research domain and paves the way for future lationships between the constructs that emerge from the listed promi
research agendas. The flowchart representation of the methodology nent theories. The constructs emerge from varied theories that are
adopted for building the integrated theoretical framework is presented deeply rooted in established disciplines. Time-honoured disciplines like
in Fig. 1. Psychology, Marketing, and Information Sciences have contributed
The focused thematic analysis of the theories or models used in the vastly to the growth and development of knowledge across domains. The
past literature to explain branding resulted in identifying 50 underlying propositions elucidated in the present study enable researchers to
theories integrated into scholarly articles to explicate and represent the explore the relationship of constructs with an interdisciplinary scope.
topic of interest. The fifty (50) underlying theories are rooted in various The opportunity to delve into the inter-relationships of constructs used
disciplines ranging from Psychology, Branding (Marketing), and Infor in theories of different disciplines gives rise to fresh and novel conver
mation Sciences to Strategy. Based on the thematic and content analysis, sations. The Research Propositions (RP) have been mentioned in the
these theories were classified into corresponding relevant buckets. Each following discussion. The list of the prominent theories that have
theory is thematically examined regarding the constructs involved, the enabled the creation of the integrated theoretical framework has been
prominence of use, the relevance, and the citations. mentioned below in Table 2. A brief yet impactful glance at the theo
After further screening and scrutiny, sixteen (16) theories are retical lenses and how each theory has helped explain AI in branding has
retrieved for further analysis. The selected theories analysed to develop been discussed in the following section. The evolution of the theories
and construct the integrated theoretical framework are mentioned across time (2002-2021) has been mapped in Table 1.
below in Table 1. The premise, the associated concepts, and the critical To fuel a better understanding of the theoretical background, the
aspects of each theory are captured in the upcoming sections. These present study showcases and describes the sixteen dominant theories
sixteen (16) theories are used to build the integrated theoretical from the literature that help illustrate and delineate AI in branding. Each
framework that incorporates all significant elements under one frame of the theories helps in understanding how AI supports the possibility of
work. All the constructs act as building blocks stacked together to create building, driving and sustaining brand success.
a strong theoretical foundation. The Psychology theories lend their
behavioural explanation prowess. The information science theories 4.1. Social network theory
assist in explaining the factors that influence the acceptance and use of
modern technologies. The branding (marketing) theories bring forth the The Social Network Theory highlights the processes of communi
dimensions of branding that are being transformed or influenced by the cating information and social relationships’ role in transmission. The
AI algorithmic machinery and act as the missing piece of the puzzle. theory explores how personal, or media influence should be steered for
facilitating attitudinal or behavioural change. The theory has been
4. Theoretical underpinnings revolutionary in understanding and explaining media effects research
and advertising impact on brand and social media behaviours from its
The present section highlights and describes the intricacies of the origination in 1960 till date. The growing use of network analytical
proposed integrated theoretical framework. There is a rich diversity in techniques in various contexts, including AI-driven branding, has
the theories originating from multiple disciplines to explain, compre enabled brand managers to gauge the nuances of various networks the
hend and establish the nuances of AI-driven branding. Sixteen promi brand shares. The three key network concepts that enable the theory to
nent theories were considered, seven from Psychology, six from explain the phenomenon are centrality, cohesion, and structural
Branding, and three from Information Sciences. This integrated theo equivalence. Structural centrality is represented by three unique mea
retical framework is formulated on the solid foundation of the concep sures, degree, closeness, and betweenness (Freeman et al., 1979).
tual and operational similarities across all sixteen theories. The Network cohesion measures the degree of interconnections for discov
constructs present in these note-worthy theories have been thematically ering subgroups within larger social networks (Burt, 1987). Theoretical
reviewed, understood, and presented as an antecedent, moderators, insights like the theory of weak ties (Granovetter, 1973) and the theory
mediators, or outcomes depending on their role in this story of how AI of diffusion of innovations (Burt, 1987) contribute to strengthening the
influences branding. Fig. 2. represents the unified view of all the drivers, understanding of how information flows, its mediation, and the
mediators, moderators, and outcomes of AI-driven branding. The pre outcomes.
sent study describes the relational dynamics by presenting an integrated The Social Network Theory provides reasoning for assessing the
theoretical framework. The holistic view comprising all possible re interrelational characteristics needed to build a fruitful social media
lationships among the aligned constructs explains the relational dy plan. The theory posits the relevance of the structural features of the
namics in unison. The authors explain each section of the model in detail consumer’s relationship with the brand or the platform. The number of
Table 1
The evolution of theories in AI-in-branding literature.
SNT SIT TPB SLT SCT TCD PRT CCT MRT TCT CBRT BPT UGT TAM UTAUT DIT
2021 1 1 1 1 1
2020 1 1 1 2
2019 1 1
2018 1 1 1 3
2016 1 1
2015 1 1
2014 1 1 1 1 1 1
2013 1
2011 1 1
2010 1
2006 1
2002 1 1 1
5
Fig. 2. Integrated theoretical framework.
Table 2
Prominent theories used for explaining the role of AI in branding.
Field Theory Origin Year Citations Highly Cited Year Citations
AI in Branding Paper
Psychology Social Network Theory (SNT) Granovetter, 1973 1973 66317 Kietzmann et al. 2011 2011 7333
Psychology Social Identity Theory (SIT) Tajfel et al., 1979 1979 30066 Bagozzi & Dholakia, 2002 2002 2578
Psychology Theory of Planned Behaviour (TPB) Ajzen, 1991 1991 108497 Cantallops and Salvi, 2014 2014 1029
Psychology Social Cognitive Theory (SCT) Bandura, 1986 1977 111408 Ngai et al., 2015 2015 965
Psychology Source Credibility Theory (SCT) Hovland et al., 1953 1953 10241 Dwivedi et al., 2021 2021 561
Social Psychology Theory of Cognitive Dissonance (TCD) Festinger, 1957 1957 56407 Colicev et al., 2018 2018 235
Psychology Para-Social Relationships Theory (PSRT) Horton and Richard 1956 5312 Pitardi and Marriott, 2021 2020 74
Wohl, 1956
Marketing Consumer culture Theory (CCT) Arnould and Thompson, 2005 5339 Brodie et al., 2013; Hollebeek 2014 2535
2005 et al., 2014
Marketing Media Richness Theory (MRT) Daft and Lengel, 1986 1986 13652 Yadav et al., 2014 2014 537
Marketing Trust Commitment Theory (TCT) Morgan and Hunt, 1994 1994 33690 Ameen et al. 2021 2021 124
Marketing Consumer-Brand Relationship Theory Fournier, 1998 1998 11874 Chen et al., 2015 2015 96
(CBRT)
Marketing Brand Personality Theory (BPT) Aaker, 1997 1997 13745 Dickinger and Lalicic, 2016 2016 60
Marketing Uses and Gratification Theory (UGT) Katz, 1973 1973 3989 McLean and Osei-Frimpong, 2019 249
2019
Information Technology Acceptance Model (TAM) Davis, 1989 1989 69969 Cantallops and Salvi, 2014 2014 1029
Science
Information Unified Theory of Acceptance and Use of Venkatesh et al., 2003 2003 40206 McLean and Osei-Frimpong, 2019 249
Technology Technology (UTAUT) 2019
Information Diffusion of Innovation Theory (DIT) Bass, 1969; Rogers, 1995 1969 141620 Kumar et al., 2016 2016 177
Science
connections and the user’s bearings in the network hold importance. An deviance within groups, and collective behaviours. Recently, brands
influential user, also deemed a social media Influencer, has a central used AI techniques to engage, enrich and enamour customers more
placement in the network and a substantial number of connections. effectively on social media platforms. Elements of the social identity
Brands using social media as a central route to engage with consumers theory, like social categorisation, social comparison, and social identi
use AI to gauge social networking portfolios, target the right commu fication, are significant aspects brands should consider while
nities and use the right influencers. Such structured plans lead to brands communicating.
enjoying a sustainable business scenario. The Social Identity Theory (SIT) explains the intricacies of group
norms and social impact. Within AI-driven branding, the theory helps
explain how consumers identify with brands in the age of advanced
4.2. Social identity theory futuristic technologies. The emergence of AI has opened the doors to
disruptions and inventions. In such a scenario, the SIT can expound on
The social identity theory was built and presented in the 1970s the changes in brand communities and social media platforms which
(Tajfel et al., 1979) to analyse intergroup relations. In the 1980s, the bring about challenges or opportunities for brand sustainability. The
theory was further developed to explain the nuances of social groups and impact of AI on the digital world witnesses deindividuation, social
group processes (Abrams & Hogg, 1988; Turner, 1982, 1985; Turner & mobilization, and possible anomalies within social groups. Symbolic and
Reynolds, 1987; Ashforth & Mael, 1989). The social identity theory social implications accompany the prevalence of AI, which the SIT can
delves into the nature of self-conception and the corresponding pro explain.
cesses (cognitive/affective) and social ideologies in groups and inter
group relationships. Thus, the theory is highlighted as an interactionist
social psychological theory that, with time and relevance, gets extended
into aspects of group norms, the power of social influence, leadership,
6
4.3. Theory of planned behaviour banners, social media content, and other offline or online engagement
strategies. Using AI, brands can predict their target audience’s choices
The Theory of Planned Behaviour (TPB), developed by Ajzen (1985), and preferences. Thus, the Source Credibility Theory can help in
is an annexe of The Theory of Reasoned Action (TRA) (Ajzen & Fishbein, assessing the power of eWOM, as influencers tie up with brands to
1975). According to the TPB, the variable perceived behavioural control market the product on social media. The purchase intention of viewers
moderates the impact of attitude and subjective norms on behaviour. A depends on the perception of the credibility of the expertise and trust
person’s intention to act or behave a certain way depends on the in worthiness of the source.
dividual’s evaluation of the behaviour (attitude), the perceived social
expectations to perform or not perform (subjective norms), and the 4.6. Theory of cognitive dissonance
perception of how easy the task is (perceived behavioural control). The
theory has been used to explain the intention behind the behavioural One noted social psychology theory is The Theory of Cognitive
choices of social media users (Casaló et al., 2010; Chang & Zhu, 2011). Dissonance (TCD), established by Leon Festinger (1957). The TCD is a
The TPB has been noted in literature for its parsimony and unique psychological delineation of a situation when a person experiences two
contribution to explaining behaviours (Ajzen, 1991). or more cognitions (thoughts) that are contradictory to one another.
The Theory of Planned Behaviour (TPB) helps evaluate the behav Such situations result in the individual experiencing an unpleasant
iour of social media users. The psychological theory connects intentions feeling arising from the conflict of thoughts. The feeling persists until
to behaviours by focusing on attitude, subjective norms, and perceived they can resolve the condition by altering their cognitions (Festinger,
behavioural control. AI-driven branding could use the TPB to under 1957). The TCD comprises a four-fold process beginning with Cognitive
stand the causes of users’ behaviour towards a particular digital Discrepancy, followed by Dissonance, Motivation, and Discrepancy
campaign, an engaging activity, or brand messaging. Understanding and Reduction.
evaluating the behavioural inspirations of consumers will help brands to The Cognitive Dissonance Theory (CDT) is widely accepted in the era
build a sustainable strategy with the help of advanced technologies. of futuristic AI technologies. The CDT helps evaluate why some brand
initiatives involving AI do not go as planned. Often consumers may
4.4. Social cognitive theory experience some latent psychological apprehensions when their
behaviour/responses are not aligned with their underlying beliefs. This
The Social Cognitive Theory characterises human behaviour as a dissonance highlights negative perceptions toward brand initiatives.
triplex, vibrant, complementary interaction of three elements: the social AI-enabled activities must consider the related anxieties of using the
system/networks, behaviour, and personal factors (Bandura, 1986). The brand and the attitude change to overcome the dissonance. Both aspects
theory proposes that two concepts, self-efficacy, and outcome expecta affect purchase intention and buying decisions. The emergence of
tions, immensely impact human activity and are at the heart of the advanced technologies and its integration into shopping experiences has
theory. From the lens of AI-driven branding, the judgment of both – the led to a sense of dissonance among some consumers who are still not
ability to carry out the task and the expected consequence of performing ready to adopt or accept the technological intervention. A sense of
the task is essential for brands to assess. The use of the internet or social dissonance can also occur when news spreads of how particular brands
media platforms and associated consumer cognitive behaviours can be are misusing AI tools to invade consumer privacy and other unethical
analysed using the social cognitive theory. The theory has gained trac practices. However, AI also helps largely in consistently maintaining
tion in the Information Systems literature to explain online behaviours. loyalty and post-purchase satisfaction (Sakas et al., 2023) through pre
The Social Cognitive Theory is another psychological theory that dictive analytics, personalised recommendations (Acharya et al., 2023),
analyses and elucidates human functioning. According to the theory, and proactive addressing of complaints through chatbots and virtual
human behaviour is an outcome of several factors. However, the two assistants. Prompt AI technologies can help in reducing consumer
factors central to the concept are self-efficacy and outcome expectations. dissonance, mitigating consumer vulnerability (an outcome of disso
These factors help in understanding the consumer behaviours engen nance) and boosting positive opinions of the brand.
dered by the adoption of AI in brand activities. Personal cognition plays
a core role in users’ responses to advanced AI-enabled branding. 4.7. Para-social relationships theory
Favourable consumer responses to AI-driven brand engagement initia
tives will build a strong brand image and sustain positive brand The Para-Social Interactions/Relationships Theory introduced by
associations. Horton and Richard Wohl (1956) describes the communicative interplay
between media characters and their audience. The theory highlights the
4.5. Source credibility theory illusion of intimacy created by the interactions that occur. The audience
includes the users of media. The media characters of the brand could
A well-known theory to explain the factors that make a speaker or consist of an array of personalities like presenters, actors, celebrities,
presenter (in this case, the brand) a credible source of communication is and animated figures, any of whom could interact through an interac
the Source Credibility Theory (SCT). The theory was built by Hovland tion event (a television program, commercial, or talk show interview).
et al. (1953). From a theoretical lens, the SCT facilitates understanding The behaviour of the media character and interactions develop a kind of
of the variables that affect the acceptance of the message by the receiver. illusion of interpersonal contact between the media figures and the
The two primary constructs that the theory highlights as responsible for users, which could take place in a single viewing episode (para-social
impacting the acceptance of communication are – source expertise interaction) or beyond a viewing episode (para-social relationship)
(extant knowledge on the subject) and source trustworthiness (honesty, (Horton & Richard Wohl, 1956). Horton and Richard Wohl (1956)
sincerity, and believability) (Hovland et al., 1953). The SCT has been defined Para-Social Interaction as a “simulacrum of conversational
applied in eWOM literature to explain how experts influence online give-and-take” (p.215). The theory emphasises how media users
information helpfulness (Filieri, 2015), the acceptance of information perceive a para-social interaction or relationship as a personal and
communicated by brands (Cheung et al., 2009), and the impact on mutual social interaction, even though it is only an illusion.
buying intentions (Filieri et al., 2018; Ismagilova et al., 2021). The Para-social Theory estimates the quality of the interaction be
The user’s first impressions of the brand’s social media handle, the tween the media platform and the user. There are two facets to the Para-
website, or the branded content help establish credibility. The Source social Theory. A single viewing episode is linked to para-social in
Credibility Theory helps break down how a brand can ensure the cred teractions, and extending a single viewing episode refers to the para-
ibility of integrated brand communication via advertisements, digital social relationship. With the entry of AI, there are new avenues of
7
interaction like chatbots, virtual assistants, AI companions, brand ava Hunt in 1994. The theory is applied in an assortment of contexts like
tars, and social media characters. The Para-social Theory considers in collective buying websites (Wang et al., 2016), brand relationships in
timacy, connections, trust, and bonding during such interactions. The online communities (Zhang et al., 2018a), social media fan pages
media consumed displays a persona that establishes an illusion of an (Akrout & Nagy, 2018), and online retailing (Elbeltagi & Agag, 2016).
interaction or a relationship with the viewer. Trust is vital in increasing relationship commitment between customers
and retail brands on online platforms like social media (Wang et al.,
4.8. Consumer culture theory 2019a). Trust and commitment emerge as crucial in AI-mediated asso
ciations, interactions, and conversations between brands and con
The Consumer Culture Theory (CCT), constructed by Arnould and sumers. From the perspective of AI automation, technology-driven
Thompson (2005) is an interrelated set of theoretical views that explore platforms, and AI conversational agents, trust is an elementary concern
the interplay between consumer behaviours, the market, and cultural and a solid reason for hesitancy to accept AI methods. Concerns like data
implications. Despite embodying many distinct theoretical processes vulnerabilities, data privacy, control of data sharing, and ethical loop
and research ambitions, the CCT flows into a standard theoretical holes need to be addressed with the help of insights from the theory.
orientation. To examine the cultural complexities in the marketing The Trust-Commitment Theory stresses the parts trust and commit
ecosystem, the CCT does not explore culture as a harmonious and ment play in the relationship outcomes between consumers and brands.
smooth collection of shared descriptions, ideologies of life, and unified Long-lasting relationships developed between buyers and sellers depend
values by members of society (Arnould & Thompson, 2005). Instead, the on the portions of trust and commitment that exist between the two
CCT jumps into the heterogeneity and multiplicity of cultural groups in parties involved. In AI-driven branding, the theory is applied to re
the broader scheme of things like globalisation and market capitalism lationships in online brand communities, social media interactions, and
(Arnould & Thompson, 2005). associations with AI companions (chatbots, virtual assistants, and ro
The Consumer Culture Theory (CCT) is a relatively recent theory that bots). Both trust and commitment are elementary factors that comprise a
builds on how consumers confidently create their narratives by revising healthy relationship in a technologically fronted brand world. Auto
branded content, advertising messages, and other mass-media commu mation and predictive capabilities enable the progress of brand quality.
nications. The CCT shines a light on how consumers are taking charge in However, at the same time, such aspects deter ethical prospects like
reworking and meditating on integrated brand communications such privacy, consumer vulnerability, and data breaching. The Trust-
that narratives resemble the existing culture, social influences, and Commitment Theory helps brands use AI to consider the power of
symbolic meanings. incorporating elements that will enable the brand to sustain and endure
AI-driven branding can use the takeaways from the CCT to build a market challenges.
more effective mode of storytelling, such that consumers can relate to
brand activities when the varied types of cultures are considered and 4.11. Uses and gratification theory
represented. The CCT brings in cultural dimensions that explain con
sumer behaviour. Thus, brands can capitalise on the learnings from the The Uses and Gratification Theory (UGT) is a theoretical motiva
CCT to align and strengthen their brand identity by looking into the tional paradigm (Katz, 1959) wherein it is suggested that since users are
cultural values of consumers and the ethical ramifications of AI imple aspirational and determined to fulfil their needs, they select media that
mentation. As AI is dynamically transforming the way consumers and matches and gratifies their needs (Katz et al., 1973). The UGT is a theory
brands interact the CCT is a theory that will influence consumer-brand of mass communication deeply rooted in communication science to
relationhsips, personalisation, consumer power positions, brand narra gauge why consumers pursue and opt for a specific choice of media to
tives and the creation of consumer-brand cultural communities. quench their media consumption needs (Eighmey & McCord, 1998;
Gallego et al., 2016). Inspecting the factors influencing media choices
4.9. Media richness theory and how they satisfy consumer needs has formed a significant part of
social media research (Chen, 2011; Dholakia et al., 2004; Porter &
Daft and Lengel established the Media Richness Theory (MRT) in Donthu, 2008). The UGT theory considers social and psychological el
1986 as a literary extension of the Information Processing Theory. The ements of needs (Wurff, 2011). It is used to explore the drivers that lead
MRT is also referred to as the Information Richness Theory. The theory to technology adoption (Grellhesl & Punyanunt-Carter, 2012) as the
helps us understand how a communication channel or medium can scope of the theory is extensive (Luo & Remus, 2014).
replicate the information shared over it previously. According to the Technology has been and continues to be a game-changer in
MRT, different channels of media vary in richness. The term “richness” is branding. However, understanding the driving factors that encourage
defined in literature as “the ability of information to change under the adoption of AI in brand activities can be done by considering the
standing within a time interval” (Daft & Lengel, 1986, p. 560). The Uses and Gratification Theory (UGT). The UGT paradigm contains in
theory can help decipher the richness of social media channels and how sights into the satiation of needs and desires that motivate actions. The
AI can augment or enrich communication with consumers. AI can also theory is used in the AI-driven branding domain to decipher the moti
help assess the reaction or response to such channels and the corre vation for consumers to interact with brands on websites, social media
sponding content to determine the richness of the medium. pages, brand community sites, online gaming portals, and virtual/
In the age of AI, branding can use the insights of the Media Richness augmented reality platforms.
Theory to propagate the right messages via the right media channel.
With the advent of new AI-led platforms, the brand should pay close 4.12. Consumer-brand relationship theory
attention to sharing a relevant message on the platform that promises
adequate or more richness such that the message is successfully deliv The Theory of Consumer-Brand Relationships highlights the nuances
ered and understood. of consumers’ interpersonal emotional, and cognitive relationships with
brands (Fournier, 1998; Veloutsou, 2007). The variables that feature in
4.10. Trust commitment theory of relationship marketing the framework and determine the strength or nature of brand relation
ships are love, self-connection, commitment, interdependence, in
According to Morgan and Hunt (1994), trust and commitment to a timacy, and brand partner quality.
relationship play a colossal role in building and sustaining relationships The Consumer-Brand Relationship (CBR) Theory emerges from the
between buyers and sellers. Thus, the core of the Trust-Commitment marketing domain to deem a brand a legitimate relationship partner. AI
Theory of Relationship Marketing was established by Morgan and technology-mediated branding can delight consumers with sustained
8
engagement. Thus, generating positive, in-depth emotions like love, associated constructs enables the creation of sustainable brand busi
intimacy, commitment, and strong connections. The CBR Theory can be nesses. The factors that drive the acceptance and the corresponding
helpful to brand managers as the insights can help them create a strong outcomes are elucidated within the unified theoretical viewpoint.
yet personalised brand campaign that will promote sustainable business
propositions. 4.16. Diffusion of innovation theory
4.13. Brand personality theory The Diffusion of Innovation Theory (DIT) focuses on understanding
the process, the reasons, and the speed of the movement of new ideas
The Brand Personality Theory elucidates a set of human character and technology (Rogers & Cartano, 1962). Everett Rogers introduced
istics attributed to a brand (Aaker, 1997). The essence of anthropo the DIT in 1962, which was further fine-tuned by Rogers in 1995. The
morphism is the theory’s core, as humane personality attributes describe pace at which innovative ideas and emerging technologies proliferate in
a brand’s persona. The theory aims to understand how consumers the marketplace is the core of the DIT. The theoretical spirit of the model
identify with the brand by focusing on five broad personality traits: focuses not on convincing people to change. Rather, it is the brand’s
sophistication, excitement, competence, sincerity, and ruggedness progression or “reinvention” to become more suited to the needs of the
(Aaker, 1997). individuals and groups. The innovation is dynamic, not the people
The Brand Personality Theory rides on the theme of anthropomor (Rogers & Cartano, 1962; Les Robinson, 2009). Diffusion transmits in
phism. Thus, the theory perfectly fits the context of AI-driven branding. novations through specific social system platforms (Rogers & Singhal,
The theory’s core is associating human personality attributes with the 2003).
brand and visualising the chances of congruence with a consumer’s AI-driven branding brings enormous potential for sustainable inno
personality. AI in branding brings AI companions and other avenues of vation, ideas, and inventions. The Diffusion of Innovation Theory can
brand interaction. Such interactions allow the brand to hone and shape help brand managers evaluate the manner and momentum with which
its personality to facilitate better identification and connections with the contemporary yet futuristic innovations reach the different categories of
target audiences. The deeper the connections, the stronger the sustain consumers.
able scaffolding that protects the brand in the market.
5. Towards a theoretical framework
4.14. Technology acceptance model
All constructs have been identified as drivers, moderators, mediators
The Technology Acceptance Model (TAM), developed by Davis and outcomes. Furthermore, the constructs have been categorised under
(1989), has been extensively used for assessing the acceptance, adop three buckets basis the discipline the construct emerges from. The the
tion, and use of emerging technologies (Davis et al., 1989). The TAM is matic analysis of prominent theories underpinning AI-Driven branding
one of the dominant and leading research frameworks in information unfolds the interplay between the drivers, mediators, moderators, and
technology to examine the determinants predicting the intention and outcome variables. Fig. 2 offers a birds-eye view of all the theoretical
acceptance to use technologies. The two primary concepts that the constructs used to expound emerging AI technologies’ impact on
theory introduces are perceived usefulness (the belief that using the branding.
technology will improve performance) and perceived ease of use (the
belief that the use of the technology is simple and easy) (Davis, 1989). 5.1. Drivers of AI-driven branding
Both variables help envisage the users’ evaluation of using the techno
logical application. The conceptualisation and justification of TAM The first set of drivers describing AI for branding comes from the
should be enriched by integrating other specific emerging social psychology discipline. Subjective Norms rooted in social psychol
technology-related constructs like AI techniques (Legris et al., 2003; ogy refer to the apparent social pressure to execute the behaviour
Serenko et al., 2008). (Fishbein & Ajzen, 1975; Ajzen, 1991). Subjective norm was the core
The Technology Acceptance Model (TAM) orbits around forecasting construct used in the Theory of Reasoned Action (TRA) and Theory of
the chances of acceptance and use of emerging technologies. AI is a Planned Behaviour (TPB). The attitude is significant in bringing the
technologically growing capability to reckon with, and most brands are evaluative quotient into the equation. Both subjective norms and atti
still learning the art of imbibing AI tools for better reach, targeted pre tudes affect the perspective and the decision to accept AI tools for
dictions and sustainable business models. The inherent insights from branding. The concept of Perceived Behavioural Control (PBC) (Ajzen,
TAM can help examine the present adoption of technology and the po 1991) is an important driver of the intention to adopt emerging tech
tential for future adoption. nology like AI innovations by brands (Cantallops & Salvi, 2014). PBC
assesses whether the task will be easy or difficult, affecting the desire to
4.15. Unified theory of acceptance and use of technology try and use modern technology. The concept that differentiates the TRA
from the TPB is the PBC. Self-Efficacy from Social Cognitive Theory
The Unified Theory of Acceptance and Use of Technology (UTAUT) is (Bandura, 1986) complements PBC in adopting AI for branding. Four
a unified theoretical viewpoint merging eight established theories strategic self-efficacy interventions: performance accomplishments,
(Venkatesh et al., 2003). The UTAUT contains four critical determinants vicarious experience, verbal persuasion, and emotional arousal (Ban
of intention and usage and four moderators that complete the model. dura, 1986), compel brands to consider AI for the transformation of
The selected eight theories embedded in the UTAUT include the theory brands. The TPB comprising subjective norms, attitude, and PBC, ren
of reasoned action, the technology acceptance model, the motivational ders a rationale for participation and behavioural intention to adopt AI
model, a model combining the technology acceptance model and the tools (Cantallops & Salvi, 2014).
theory of planned behaviour, the theory of planned behaviour, the Socio-Cultural Factors and Outcome Expectations from the Social
model of PC utilisation, the innovation diffusion theory, and the social Cognitive Theory (Bandura, 1986) act as facilitators or impediments to
cognitive theory. AI adoption in branding. The outcome expectations involve predicting
The Unified Theory of Acceptance and Use of Technology (UTAUT) is the consequences of accepting AI techniques in branding. More specif
a fine amalgamation of eight established theories/models on the ically, the concept revolves around personal expectations of these con
acceptance and use of technology. The UTAUT provides a holistic sequences, including esteem and accomplishment (Compeau & Higgins,
perspective on adopting, accepting, and using AI technologies in 1995). Reciprocal Determinism considers three parties, the person (with
branding. The unified understanding provided by the theory and some learned experiences in AI-infused technologies), the environment
9
(in a social context), the behaviour (responses to accept and use the AI (Morgan & Hunt, 1994). The Relationship costs refer to the “switching
tools), and the vigorously reciprocal interaction between all three. costs” incurred when terminating the ongoing connection for an alter
Observational Learning refers to how consumers can observe another native one. The relationship benefits refer to the superior and unique
consumer’s behaviour and successfully demonstrate that AI-driven features a brand offers its customers to garner a competitive edge.
branding is a unique experience, thus believing that even they can The third school of thought pertains to information science theories.
perform and complete the task effectively (Bandura, 1986). Effort Expectancy and Performance Expectancy rooted in UTAUT have a
Free Choice and Behavioural Commitment, from Cognitive Dissonance moderating effect on the dynamic brand relational model. Another
Theory, instigate consumers to interact with chatbots, engage with underrated moderator in the relational equation is Time. The time
brand virtual assistants, create an avatar on virtual reality applications, required to execute an AI-oriented project, to create awareness of a new
or create content on a brand social media channel (Colicev et al., 2018; AI initiative, and the response time of AI-Driven branding have a
Festinger, 1957). Perceived Attractiveness from Para-social Interaction moderating effect.
Theory (Horton & Richard Wohl, 1956) inspires consumers to interact
with brand-related AI avatars, assistants, or bots. The interaction creates 5.3. Mediators
an illusion of intimacy during interactions and fosters a relationship that
carries over to the next interaction (Horton & Richard Wohl, 1956). The Underpinning theories from the Social Psychology domain proposes
illusory interpersonal relationship determines the usage level of AI and the important mediating role of Para-social interactions (Horton &
the corresponding impact on branding (Pitardi & Marriott, 2021). Richard Wohl, 1956) between consumers and brand media platforms,
The second theoretical lens used to define drivers of AI-Driven characters/avatars, or brand ambassadors. The other intervening vari
branding comes from marketing theories. Shared Value comes from the ables come from Branding theories, which collectively highlight the
Trust-Commitment Theory of Relationship Marketing (Morgan & Hunt, importance of Communication. Elements of the Media Richness Theory
1994) and represents consumers’ common beliefs regarding brand (Daft & Lengel, 1986) include media elements like Face-to-Face
values. The positive shared values between the two parties will steer Communication, Videoconferencing, Telephone, Written Addressed Docu
AI-driven branding onwards and upwards. The next precursor that helps ments, and Written Unaddressed Documents. Social Systems and Commu
explain the relationship between AI and branding is the dimensions of nication Systems broadly assist in explaining how AI impacts branding, as
the Consumer Culture Theory (Arnould & Thompson, 2005), which these communication channels either act as a boon or a bane in terms of
include the following – Consumer Identity Project, Marketplace Cultures, usage information science theories’ perspective points at the mediating
Socio-historic Patterns of Consumption, and Mass-mediated Marketplace role of Innovation in enticing consumer interest for AI-Driven branding.
Ideologies. Consumer Culture Theory explores the meanings of culture in
the broader social frame of reference to globalisation and technological 5.4. Outcomes
advancements. More importantly, the constructs used in this theory
underscore the socio-cultural dynamics that navigate the AI consump AI-driven branding has numerous outcomes from social psychology,
tion cycle, resulting in the advancement of theoretical dialogue. Brand marketing, and information science perspectives. From a Social Psy
Personality represents the human attributes associated with a brand chology perspective, social categorisation, social comparison, and social
(Aaker, 1997). Specific brand personality dimensions like Competence identification emanating from social identity theory (Tajfel et al., 1979)
or Sophistication can engender consumers’ support and acceptance of are important outcomes of AI-driven branding. AI technologies (like
AI-induced branding efforts (Dickinger & Lalicic, 2016). Factors like sentiment analysis, text analytics, and machine learning algorithms)
Media expectations highlighted in the Uses and Gratification Theory concatenated with various social media platforms/digital media chan
(Katz, 1973) strongly motivate AI-driven branding to be successfully nels help in deriving insights basis the brand-related user-generated
implemented and accepted. There must be a sense of need and expec content that shows how consumers/brands are socially categorised,
tation to use AI techniques while interacting with the brand. compared, and identified. In addition to social identity, forced compli
The third and final category takes its inspiration from the field of ance rooted in cognitive dissonance theory compels consumers to alter
Information Sciences. Perceived Ease of Use and Perceived Usefulness are their conflicting cognitions by accepting AI-driven branding (Festinger,
two concepts derived from the Technology Acceptance Model (TAM) 1957; Colicev et al., 2018).
(Davis, 1989). These two concepts have high prediction capabilities The next set of outcomes is rooted in marketing theories. One desired
when envisaging the intensity of acceptance of new and advanced outcome is building and nurturing consumer-brand relationships (Four
technologies like AI, machine learning, text analytics, and many more nier, 1998). Consumer brand relationship encapsulates Love,
such techniques (Cantallops & Salvi, 2014). The Facilitating Conditions, a Self-Connection, Commitment, Interdependence, Intimacy, and Brand Part
construct taken from the UTAUT (Venkatesh et al., 2003), is a factor to ner Quality. Brands expect to build consumer relationships with AI
consider as the availability of the right conditions conducive to using the techniques by generating deep insights about customer needs and
AI tools and mechanisms precedes the question of whether it is to be preferences. Brand Trust is another vital outcome as it negates doubts
accepted by the user (McLean et al., 2019). like data privacy and other ethical ramifications. Trust is inspired by the
Trust-Relationship Commitment Theory developed by Morgan and
5.2. Moderators Hunt (1994). Need Gratification taken from the Uses and Gratification
Theory (Katz, 1973), results in the desired customer experience when
Underpinning theories from the Social Psychology domain hinted at interacting, consuming, and reminiscing AI-driven branding.
the important role of strong ties, source expertise, and source trust The third and final set of outcomes, such as Acceptance and Intention
worthiness as moderators. The strength of Ties from the Social Network to Use embodied in Information Science theories. Theories like TAM and
Theory (Granovetter, 1973) indicates the role of network ties potency in UTAUT (Davies, 1989; Venkatesh et al., 2003) propose behavioural
determining the influence of AI on branding. Besides the strength of ties, intention as a precursor to AI-driven brand acceptance. Most brands
the other two moderators, Source Expertise and Source Trustworthiness contemplating introducing AI-enabled branding aim to accurately assess
from the Source Credibility Theory (Hovland et al., 1953), ascertain the consumer acceptance chances (Cantallops & Salvi, 2014; McLean et al.,
acceptance of AI for brand transformation. 2018). Consumers’ acceptance and positive behavioural intention to use
Marketing theories propose relationship cost and relationship ben AI-enabled brands continue to be the desired outcome.
efits as important moderators to ascertain the influential role of AI-
Driven branding. Both relationship costs and benefits are rooted in the
Trust-Relationship Commitment Theory of Relationship Marketing
10
5.5. Research propositions (Ameen et al., 2022). Consumers were more likely to find the chatbot
attractive when a reputable and credible source, such as a well-known
5.5.1. Attitude, choice of communication, and brand partner quality brand or a trusted institution, provided it. A study by Masuda et al.
Favourable attitudes towards AI technology influence the quality of (2022) used the Theory of Persuasion to create a model considering
brand partnerships and this relationship. The choice of communication three personal elements (physical attractiveness, attitude homophily,
can pose as a mediator in the relationship. In a study on consumer at and social attractiveness) and specific characterisations, including
titudes towards AI, researchers found that consumers with favourable trustworthiness and perceived expertise.
attitudes towards AI were likelier to trust the brand and showcase true Furthermore, to gauge the power of information processing on the
purchase intentions towards products that incorporated AI technology blog, the study by Chu and Kamal (2008) examines the impact of
(Li et al., 2020). This suggests that positive attitudes toward AI can perceived blogger trustworthiness on blog readers’ assessment of brand
positively influence brand partnerships. messages and the effect of the argument quality. The study reveals how
A study by Cheng and Jiang (2021) highlights the components of perceived blogger trustworthiness substantially impacts forming brand
Chatbots Marketing Efforts (CME) components: interaction, informa attitudes. The study by Yang et al. (2021) highlights the favourable ef
tion, accessibility, entertainment, and customisation. CME has a direct fect of perceived source genuineness brand authenticity with source
impact on the quality of communication with chatbots and an indirect trustworthiness mediating the interaction.
effect on consumer-brand relationships. Nguyen et al. (2021) examined Brands that incorporate AI technology in their branding strategies
the influence of AI on customer-brand identification, customer advo should consider the reputation and credibility of the source providing
cacy, and customer experience flow. the technology to enhance its perceived attractiveness and increase
A study by Veloutsou (2015) depicted that the strength of consumer acceptance. Consumers are more certain to accept AI tech
consumer-brand relationships predicts brand loyalty. Consumer-brand nology when a reputable and trustworthy source provides it with
relationships do not play a moderating role. Instead, they mediate the expertise in the relevant field.
relationship between brand trust, loyalty, and satisfaction.
RP3: The influence of perceived attractiveness on acceptance of AI
Together, the extant literature suggests that an affirmative attitude
technologies in branding will be moderated by source trustworthiness.
toward AI can influence the quality of brand partnerships. When
examined with mediation by choice of communication, the brand-
partner relationship will decipher how brands that incorporate AI 5.5.4. Subjective norms, time, and brand love
technology in their communication strategies can leverage and enhance A study on consumer attitudes toward AI-powered chatbots high
their businesses. lights how social norms significantly influenced consumers’ emotional
involvement in using a chatbot (Giroux et al., 2019). In the short term,
RP1: Favourable attitudes toward AI technology influence brand partner
social norms have a weaker impact on love and usage, but over time,
quality mediated by choice of communication.
consumers may become more influenced by their social environment,
and social norms have a more substantial effect. Wang et al. (2019b)
5.5.2. Perceived attractiveness, performance expectancy, and acceptance of looked at the impact of subjective norms on brand love and found that
AI technology while subjective norms had a significant positive impact on brand love,
In a study on consumer acceptance of AI-powered chatbots, it was the effect was stronger over time as consumers became more attached to
observed that they perceived the chatbots as This suggests that perfor the brand. Brands adopting AI technologies in their branding must assess
mance expectations influence perceived attractiveness Maroufkhani the socio-cultural factors and be aware of the role such factors play in
et al. (2022) draw on the Uses and Gratification Theory, Signalling influencing brand love.
Theory and Prospect Theory to decipher that perceived privacy risk is a
RP4: The impact of subjective norms on brand love when brands use AI
critical factor affecting the consumer’s holistic perspective towards
technology is moderated by time such that the effect is stronger in the long
voice assistants. Brand loyalty of consumers develops with the consistent
term.
use of voice assistants.
The study by Fernandes and Oliveira (2021) divulges how social,
functional, and relational elements engender technology adoption, 5.5.5. Socio-cultural factors, time, and brand love
disentangle crossover complexities, and unfurl the moderating role of In a study by Verma (2021), a holistic understanding of the drivers of
experience and the need for human interaction. Another study examined equity is presented for awareness of the conceptual insights on the en
the role of effort in consumer acceptance of AI-powered virtual assis ablers of brand equity formation. As brand love and brand equity
tants/chatbots for healthcare use and found that consumers were more mediate the relationships, socio-demographic aspects are also consid
likely to accept the technology when it needed low effort, which resulted ered. Another study examined the role of cultural factors in consumer
in high performance (Jiang et al., 2022). The analysis suggests that effort acceptance of AI-powered products and services and found that cultural
and performance expectations must be considered when assessing the factors such as individualism and collectivism had a significant impact
relationship between perceived attractiveness and consumer accep on consumer attitudes, but the effect was stronger in the long term (Wu
tance. Cumulatively, the studies indicate that the perceived attractive et al., 2021). Over time, consumers’ cultural values became more
ness of emerging AI technologies can increase consumer acceptance to ingrained and strongly influenced their attitudes toward AI-powered
use them in branding, and performance expectations can moderate this products and services.
relationship. Interestingly, Hollebeek and Belk (2021) introduced the Consumers
Technology-Facilitated Brand Engagement (CTFBE) concept and aligned
RP2: Perceived attractiveness increases the acceptance of emerging AI
it with the CCT. The following aspects were investigated: consumption
technologies in branding when moderated by the performance expecta
myths, rituals, brand communities, consumption, and identity issues.
tions of the consumer.
Brands that use AI technology in their branding strategies should
consider the long-term effects of socio-cultural factors and work to build
5.5.3. Perceived attractiveness, source trustworthiness, and acceptance of strong, positive associations with their brand over time to enhance
AI technology brand love.
When a study analysed consumer acceptance of AI-powered chat
bots, it was found that the source trustworthiness of the provider had a
significant impact on consumers’ perceived attractiveness of the chatbot
11
RP5: The impact of sociocultural factors on brand love when brands use 6. Discussion
AI technology is moderated by time such that the effect is stronger in the
long term. The constructs embedded in the integrated theoretical framework,
together build a holistic understanding of AI-driven branding. The in
tegrated theoretical framework stands on the broad shoulders of the
5.5.6. Media expectations, para-social relationships, and brand trust
metaphorical giants of scholarly literature. Every chosen theory lends its
The literature comprises a study by Tatar and Eren-Erdoğmuş (2016)
explanation prowess as the associated constructs are heavy-laden with
that reveals how clear websites, website security, effective online
rich meaning and rationale. The integrated theoretical framework pre
interactivity, and collaborations with other established websites posi
sents triadic implications- theoretical, practical and policy implications.
tively impact brand trust.
Considering the plethora of theories used to explain varied facets of AI-
Furthermore, a study by Akrout and Nagy (2018) highlights the
driven branding, the focus has tapered and resulted in fragmented
importance of relationship quality to develop trust within brand fan
literature. The integrative nature of the present review curates signifi
pages. The trust transcends into positive word-of-mouth (WOM) for the
cant brand research outcomes. The integrated theoretical framework
fans on the page. The study reveals that demographics play a crucial role
makes novel contributions to emerging literature, spawns strategically
as young female fans display high levels of engagement, build a strong
creative ideas for practitioners, and highlights policy concerns. The
relationship with the brand, and thus spread positive WOM.
present study aims to create a robust understanding of how to use AI
RP6: The influence of media expectations on brand trust is mediated by mechanisms to build a sustainable brand environment that promises
para-social relationships. trust, positive perceptions and customer delight. Table 3 elucidates a
summarised depiction of the seven research propositions developed in
the present analysis. Each of the research propositions highlighted in the
5.5.7. Consumer culture, para-social interactions, and brand love
study aim to have a catalytic impact on future AI-driven brand research.
Research suggests a positive brand culture can influence Brand love.
The implications are vital as practitioners and academicians view AI as
Positive brand culture is reflected by the shared values, beliefs, and
the future of brand engagement, relationships, and success (Verma,
behaviours of the organisation and its employees, which are aligned
2021).
with the consumer’s values. A favourable brand culture can foster pos
The integrated theoretical framework is created with the objective of
itive emotions and attitudes towards the brand, leading to brand love.
keeping up with the rapid and consistent advancement of AI technolo
Para-social relationships refer to people’s psychological connections
gies. In order to ensure that the model is able to sustain the speedy and
with media characters, such as celebrities or fictional characters. These
constant evolution of AI, we have attempted to build a structure that is
relationships can influence people’s perceptions of and attitudes toward
flexible, holistic and transparent enough to endure the strong
brands. Understanding how such interactions can mediate the effects of
needs and media expectations on brand trust and commitment is
important.
Table 3
For example, a study by Ahn et al. (2019) found that para-social Summary of the research propositions.
interactions with brand representatives mediated the relationship be
Constructs Research Proposition Research Articles
tween brand culture and brand love. The study found that a positive
brand culture led to a greater sense of identification with the brand Attitude; Choice of Favourable attitudes Li et al. (2020); Cheng &
Communication; Brand toward AI technology Jiang (2021); Nguyen
representative, leading to greater brand love.
Partner Quality influence brand partner et al. (2021)
A study by Kim et al. (2021) speaks of the positive impact of inter quality mediated by choice
dependent self-construal on brand loyalty. The relationship is mediated of communication.
sequentially by Para-social interactions and consumer engagement. Perceived Attractiveness; Perceived attractiveness Jiang et al. (2022);
Furthermore, Junaid et al. (2019) indicate how hedonic pleasure and Performance increases the acceptance of Maroufkhani et al.
Expectancy; Acceptance emerging AI technologies in (2022); Fernandes and
escapism directly affect brand love. On the other hand, flow, challenge, of AI Technology branding when moderated Oliveira (2021)
and learning indirectly impact brand love. The study highlights the way by the performance
the relationship between consumption experience and customer expectations of the
engagement is mediated by brand love. consumer.
Perceived Attractiveness; The influence of perceived Ameen et al. (2022);
Correspondingly, a study by Shin et al. (2019) found that para-social
Source Trustworthiness; attractiveness on Masuda et al. (2022);
interactions with social media influencers mediated the relationship Acceptance of AI acceptance of AI Yang et al. (2021)
between brand culture and brand love. The study found that a positive Technology technologies in branding
brand culture, which focused on social responsibility and sustainability, will be moderated by source
led to a greater sense of identification with the social media influencer, trustworthiness.
Subjective Norms; Time; The impact of subjective Giroux et al. (2019);
leading to greater brand acceptance. Finally, in the study by Tsai et al. Brand Love norms on brand love, when Wang et al. (2019a)
(2021), we see how perceived para-social interactions and dialogue brands use AI technology, is
mediate the relationship between chatbot social presence communica moderated by time such
tions and consumer engagement. The chatbot’s human-like traits and that the effect is stronger in
the long term.
design ignite favourable effects of social presence messaging through
Socio-Cultural Factors; The impact of sociocultural Verma (2021); Wu et al.
psychological mediation. Time; Brand Love factors on brand love, when (2021); Hollebeek and
Thus, it will be interesting to see how positive brand culture can brands use AI technology, is Belk (2021)
foster positive emotions and attitudes towards the brand, and para- moderated by time such
social interactions reinforce these emotions and attitudes by creating that the effect is stronger in
the long term.
identity congruence and connection with the brand representative or
Media Expectations; Para- The influence of media Tatar and
social media influencer. Social Relationships; expectations on brand trust Eren-Erdoğmuş (2016);
Brand Trust is mediated by para-social Akrout and Nagy (2018)
RP7: Brand love is the outcome of consumer culture dynamics when relationships.
mediated by para-social interactions. Consumer Culture; Para- Brand love is the outcome Kim et al. (2021);
Social Interactions; of consumer culture Junaid et al. (2019);
Brand Love dynamics when mediated Tsai et al. (2021)
by para-social interactions.
12
technological headwinds. The multi-disciplinary approach and the framework facilitates the assessment of the past success of an AI-driven
malleability of the analysis will help future researchers to scale and brand strategy, the decision to use AI algorithms in brand activities or
modify the integrated theoretical framework as new technologies the measurement of customer responses to AI capabilities fronted by the
materialise. brand (Davenport et al., 2019). The holistic framework will make brands
aware of the predictor variables and outcome variables that practi
6.1. Implications for theory tioners should consider while formulating and implementing advertising
or other brand initiatives.
The present study widens the horizon of the AI-driven branding The integrated theoretical framework is a practical collective intel
research domain. The conceptualisation of the integrated framework ligence resource (Wilson & Daugherty, 2018) for marketing practi
with the prominent and relevant theories in the extant literature en tioners. The bank of dominant theories schematically amalgamated into
genders future research with a unified perspective. The theoretical the integrated framework acts as an intellectual source of theories,
framework highlights the holistic view of the underpinning theories constructs, and insights emerging from the tried and tested literature.
explaining the AI in branding phenomenon. The integrated framework Thus, corporate brand managers and consultants will benefit from a
canvas 16 theories rooted in disciplines like psychology, information scholastic reference guide in understanding the factors that drive
technology, and marketing. The three disciplinary buckets reflect the AI-driven branding and the associated outcomes. Brand managers can
theoretical variety and flavour of the domain. The nuanced flavour of use the insights emerging from the framework to study, scan and scru
each discipline seeps into the integrated theoretical framework, thus, tinise their branding plans for crafting sustainable plans to survive in the
enhancing the integrated interpretation of the relationships represented competitive marketplace. The inspection of brand engagement blue
in the framework. The intricate integration of dominant theories from prints will illuminate the flaws and highlight the strengths. Thus, the
deeply rooted disciplines led to the understanding that there is scope for practitioner is better armed to develop a systematic approach while
overlap of concepts and conceptual conflicts. The potential overlaps led implementing AI.
us to believe that the need for a holistic theory is the need of the hour. Marketing practitioners can leverage the unified viewpoint by
Each theory that is selected to help explain a certain aspect of AI-driven screening the driving variables incorporated into the model and
branding emerges from an established discipline. applying them to their brand strategy. The variable “Trust” currently is
Past literature points to the relational aspects of existing theories the desired brand outcome and concern to most consumers (Davenport
contextually with the specificity of stakeholders. Thus, limiting the et al., 2020; Martin et al., 2017; Martin & Murphy, 2017). Brand rep
applicability and lacking generalisability. The holistic snapshot of the resentatives can get a sense of direction from the underlying theoretical
integrated framework will give future researchers a well-rounded insights to gauge the dimensionality propagating AI in branding. Prac
approach to the domain (Lunde, 2018; Torraco, 2005). With the inte titioners can strategize on how to make the constructs actionable and
grated framework, scholars may explore varied research questions, test manifest the relevant ones into practicality. While considering the
the interplay of various constructs and assess the avenues for building construct “brand trust”, practitioners can assess the actionable elements
sustainable businesses for advancing the AI-driven branding domain. of trust. The elements can be translated into a strategic brand plan for
Assessing the results of the interplay could lead to new paths, richer practical usage that will have positive implications for both, the brand
research discoveries, and improved logical justifications of findings and the organisation. The integrated theoretical framework raises con
(Venkatesh et al., 2003) in AI-driven branding research. cerns that practitioners often ask and wish to resolve. The factors that
With time, scholarly literature in marketing has progressed from bring to light a sense of risk and lack of sustainability in AI-driven
using theories with a universal perspective to using theories with a branding include data privacy issues, ethical drawbacks, consumer
micro perspective (Lunde, 2018). The shift in focus to a micro data vulnerabilities, deep fakes, and users’ discomfort with interacting
perspective on the inter-relationship of AI and branding has led to the with a bot (chatbot/robot) (Mori, 1970; Davenport et al., 2021). The
use of multiple theories to explain the same phenomenon. The inte holistic framework acts as a guiding map enabling marketing practi
grated theoretical framework presents a macroscopic and holistic view tioners to navigate the deep waters of AI-driven branding and effectively
of AI in branding to enable brands in the age of emerging technologies. deal with privacy issues, consumer fears and ethical ramifications while
The integrated theoretical framework resolves the dichotomy of multi on the journey towards brand success.
ple theoretical lenses and offers a rationale for the selection of an
explainable theory (Eiriz & Wilson, 2006). Hence the integrated theo 6.3. Implications for policy
retical framework settles the state of dissonance by presenting a holistic
representation of all the significant theories and their constructs in a The integrated theoretical framework fosters implications for poli
framework to explain the AI-driven branding phenomenon (as seen in cymakers by shedding light on elements like trust, privacy, data breach,
Table 3). environmental issues, copyright infringement, and deep fakes. The
policy implications encourage brands to focus on the implementation
6.2. Implications for practice and corresponding integration of sustainable AI-driven brand practices
for the creation of a sustainable business model. There is an increased
The integrated theoretical framework impacts marketing practi opportunity for policymakers to question the repercussions of AI-
tioners by enlightening them on emerging trends that lead to the evo enabled brand activities on sustainable marketing practices. Policy
lution of branding using AI machinery. The integrated theoretical makers need to set up ethical guardrails that consistently check on
framework creates a sound foundation for crafting and endorsing AI- whether there is responsible messaging, environmental consciousness,
enabled brand strategies and capturing consumers’ reactions to imple privacy, and other ethical ramifications (Dellemijm, 2023). The inte
mented strategies. Big data analytics is one example of AI techniques grated theoretical framework creates an opportunity for changemakers
that improve a brand’s predictive capabilities leading to strategic dif to collaborate with brand managers to co-create or re-create rules and
ferentiation and sustainable competitive advantages. However, most policies for the responsible advancement of AI-driven branding. The
firms are still at the nascent stages of adoption due to the lack of un rules and policies must address the ethical aspects and propagate trust
derstanding and confidence in the technology (Kwon et al., 2014). (Hutchinson, 2022).
Branding and Marketing practitioners need to stay aware of the benefits Policymakers can encourage the brand to function responsibly and
of AI mechanisms like Big Data Analytics, Natural Language Processing encourage consumption in moderation. Customers should feel gratified
(NLP) and Sentiment Analytics to uncover the power to predict con and safe while interacting with their favourite brands knowing that the
sumer choices (Kushwaha et al., 2021). The integrated theoretical AI technologies used are only to augment the experience. However,
13
consumer-brand interactions should not occur at the cost of privacy, Declaration of Competing Interest
data breaches, or other unfavourable actions (Davenport et al., 2020;
Martin et al., 2017; Martin & Murphy, 2017). Changemakers can use the We declare that there are no potential sources of conflict of interest.
insights from the integrated theoretical framework to create effective We confirm that no interest or relationship, financial or otherwise,
training programs and regular discussions with marketing professionals. might be perceived as influencing the author’s objectivity.
7. Conclusion References
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