Quantitative survey finds AI chatbot marketing influences brand evaluation via empathy and cognitive load in retail customers, indicating opposing mediators cancel overall benefits.
This study aimed to study the effect of AI chatbot marketing on brand evaluation involvement. This relation was tested in the presence of perceived empathy and cognitive load as mediating variables. A quantitative exploratory research design was utilized to test these relationships. The structural equation modeling partial least squares was used as the main analytical tool. The study was applied to 207 retail companies’ customers in the Kingdom of Saudi Arabia. AI chatbot marketing was found to have a positive effect on both the perceived empathy and the cognitive load. Perceived empathy was found to have a positive impact on brand evaluation involvement, while cognitive load was found to have a negative effect. The total effect of AI chatbot marketing on brand evaluation involvement was found to be offset by the contradicting effects of the mediating variables.
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Nezar Mohammed Al-Samhi (2026) studied this question.
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