Examining the role of artificial intelligence and social media marketing activities through the brand resonance model

Type of the article: Research ArticleAbstractIn an era where digital technologies are rapidly transforming consumer behavior, e-commerce platforms have emerged as primary channels for purchasing goods. This shift has prompted organizations to adapt their marketing strategies to increasingly competitive digital environments, particularly by applying artificial intelligence and social media to build consumer relationships and strengthen customer-based brand equity. This study aims to examine the effects of Artificial Intelligence Marketing Activities (AIMA) and Social Media Marketing Activities (SMMA) on brand resonance, using Keller’s brand resonance model as the main theoretical framework. Data were collected through an online survey from 210 respondents in Thailand and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that both AIMA and SMMA have significant positive effects on brand salience, brand performance, and brand imagery. These constructs subsequently influence brand judgments and feelings, ultimately leading to brand resonance. The findings extend the application of the brand resonance model to the digital marketing context, contribute to a deeper understanding of how AI-driven and social media marketing can be effectively managed on digital platforms, and provide practical implications for developing marketing strategies aimed at strengthening brand equity.AcknowledgementsThe authors would like to thank all participants for their contribution to this study.