Introduction: The widespread use of social media chatbots and online business bots has made social media chatbots a popular tool for communication and engagement with customers. However, their use and impact on the development and strengthening of consumer-brand relationships are not yet well understood from a psychological perspective. Therefore, this research specifically examines how perceived appropriateness, satisfaction with social interaction, consumer engagement, and the perceived hedonic and utilitarian features of chatbots influence the enhancement of consumer-brand relationships. In summary, the aim of this study is to determine whether the use of social media chatbots affects the development of consumer-brand relationships in Iran.
Methodology: This study is classified as applied research because its aim is to develop and empirically test a new practical application regarding the impact of using social media chatbots on the development of consumer-brand relationships and the improvement of social well-being. The data collection method was descriptive-survey, conducted using library and field methods. The statistical population included all customers who use chatbots of online businesses, and the sample size was calculated using G*Power software based on an effect size of 0.05, a significance level of 0.09, and 12 independent variables. For data collection, a questionnaire adapted from previous studies was prepared and distributed among the samples. After data collection, the data were analyzed using statistical methods, including descriptive and inferential statistics, particularly the structural equation modeling (SEM) approach, with SPSS Version 24 and Smart PLS Version 3 software, to examine relationships among various variables and assess hypotheses. In the theoretical literature chapter, using reputable academic sources, both domestic and international articles, and database resources, concepts related to chatbots, artificial intelligence, consumer engagement, and consumer-brand relationships were studied. After preliminary data analysis, steps of sorting, coding, and organizing were performed to make the raw data ready for analysis. Finally, quantitative analyses were conducted, and their results contribute to a better understanding of the role of chatbots in consumer interactions and their relationship with brands, which can inform decision-makers in the field of digital marketing.
Results and Discussion: Strategic and effective use of social media chatbots has a significant impact on the development of deep and meaningful relationships between consumers and brands. When well-designed, chatbots can enhance feelings of trust and intimacy among users, playing a vital role in increasing consumer satisfaction, cognitive engagement, and emotional connection. This strong relationship leads to increased loyalty, purchase intention, and emotional commitment to the brand, ultimately elevating brand value and creating opportunities for repeated interactions and business growth. Overall, strategic utilization of chatbots in the digital space is an efficient method for improving consumer-brand relationships and achieving digital marketing objectives.
Conclusion: The results indicate that the use of chatbots on social media has a significant impact on customer relationships. Understanding and satisfaction of needs related to search, social interaction, and entertainment lead to increased engagement, and this heightened engagement, in turn, strengthens emotional bonds, emotional commitment, and purchase intentions. Therefore, intelligent utilization of the conversational capabilities of chatbots can foster deeper relationships with customers; accordingly, it is recommended that managers and online businesses pay special attention to the development and integration of this technology into their marketing strategies.