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  • Item type: Item , Access status: Acesso aberto ,
    The influence of AI-powered personalization on brand loyalty in the fashion industry
    (2025) Bilro, R. G.; Loureiro, S. M. C.; Marques, J. J.; Rodrigues, M. B.; Custódio, C.M.; Kim,Miyea
    This study explores the impact of AI-driven personalization on brand loyalty in the fashion industry. It examines how emotional connection (EC) and self-brand connection (SBC) influence online brand consumer engagement (OBCE) through personalized direct marketing campaigns. Using a quantitative survey and regression analysis, the research aims to validate the model and provide insights into enhancing consumer loyalty. This study fills a gap by focusing on the relationship between AI-driven personalization and brand loyalty in direct marketing campaigns.
  • Item type: Item , Access status: Acesso aberto ,
    AI-driven content strategies: Enhancing consumer engagement and loyalty
    (2025) Domingos, C. M.; Bilro, R. G.; Loureiro, S. M. C.; Custódio, C.M.; Kim,Miyea
    This study investigates the impact of Self-Brand Connection, AI-Driven Personalization, Content Relevance, and Content Effectiveness on Online Brand Customer Engagement (OBCE), and how OBCE influences Purchase Intention and Brand Advocacy. Using quantitative methods and a questionnaire survey, data is collected from online consumers. The findings intends to validate the proposed conceptual model, highlighting the critical role of AI-enhanced content in shaping consumer behaviors and enhancing marketing strategies. The study underscores the transformative potential of AI in digital marketing.
  • Item type: Item , Access status: Acesso aberto ,
    Attached to AR experiences: The role of self-construal and emotional intelligence
    (2025) Rodrigues, M. B.; Loureiro, S. M. C.; Coelho, M. J. S.; Kim, Miyea
    This study, grounded in Self-Construal Theory, examines the influence of self-construal and emotional intelligence on Augmented Reality (AR) experiences, with a focus on their effects on brand attachment, flow, and perceived usefulness. Using IKEA as the focal brand, data was gathered through a survey of consumers who interacted with IKEA’s AR tool in the IKEA app. The study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The results demonstrate that both independent self-construal and emotional intelligence positively affect immersion and flow within AR environments, as well as perceptions of brand usefulness, ultimately fostering stronger brand attachments. This research contributes to the literature by highlighting self-construal and emotional intelligence as significant drivers of flow experiences in AR. It also expands understanding of how individual psychological traits shape consumer behavior in AR settings, offering valuable insights for brands looking to leverage technology-driven strategies to enhance brand attachment through unique and engaging experiences.