Journal of Strategic Management Studies

Journal of Strategic Management Studies

The Impact of Strategic Use of Social Media Chatbots on Developing Consumer-Brand Relationships

Document Type : Research

Authors
Seyyed Reza Jalalzadeh 1
Sona Bayram Zadeh 2
Fatemeh Rafie 3
1 Assistant Professor Department of Management, Khatam University, Tehran, Iran.
2 Assistant Professor of Management Department, Faculty of Management and Finance, Khatam University, Tehran, Iran.
3 MA Graduated, Faculty of Management and Finance, Khatam University, Tehran, Iran
10.22034/smsj.2025.534675.2175
Abstract
Introduction:
This research, grounded in the growing importance of digital tools in commercial interactions, examines the role of social media chatbots in shaping the consumer-brand relationship. The widespread proliferation of chatbots on social platforms and online business bots has turned these tools into one of the most widely used channels for communication and engagement with customers; however, the impact and implications of this technology on strengthening and developing consumer-brand relationships remain insufficiently understood from a psychological perspective. This knowledge gap forms the primary motivation for this study. Accordingly, the present research specifically investigates the factors influencing the enhancement of the consumer-brand relationship. These factors include the perceived appropriateness of chatbot use (namely, the degree to which this tool aligns with users' expectations and needs), satisfaction with social interaction (that is, the level of enjoyment and contentment derived from the conversation), consumer engagement (referring to the level of attention, interest, and cognitive-behavioral activity of the user in this interaction), as well as the hedonic and utilitarian features of chatbots. The fundamental question is how and to what extent each of these dimensions can lead to the enhancement of customer trust, sense of belonging, and loyalty toward the brand. In summary, the ultimate goal of this study is to determine whether the use of social media chatbots influences the development and consolidation of the consumer-brand relationship in Iran. In this way, beyond filling the existing theoretical gap, this research can provide valuable practical findings for brand managers and designers of digital marketing strategies in the Iranian market, helping them to optimally leverage this technology in creating a meaningful and lasting experience for customers.
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:
The strategic and effective use of social media chatbots carries considerable weight in developing deep and meaningful relationships between consumers and brands. In today's competitive digital landscape, where standing out requires more than product quality alone, chatbots serve as accessible and responsive touchpoints that bridge the gap between businesses and their audiences. When thoughtfully designed, these conversational tools can significantly enhance feelings of trust and intimacy among users. By offering immediate, personalized, and human-like interactions, well-crafted chatbots make customers feel heard and valued, which in turn builds a sense of closeness that traditional, impersonal channels often fail to achieve.This emotional foundation plays a vital role in increasing consumer satisfaction. Users who experience smooth, helpful, and engaging conversations develop favorable perceptions of the brand, which translates into higher levels of cognitive engagement—where customers actively think about, evaluate, and connect with the brand—as well as stronger emotional bonds. Such a robust relationship does not remain passive; it actively drives meaningful outcomes. Satisfied and engaged consumers are more likely to demonstrate increased loyalty, showing a greater willingness to repurchase and recommend the brand to others. This loyalty is accompanied by stronger purchase intentions and a deeper emotional commitment that goes beyond transactional exchanges.Consequently, these reinforced relationships ultimately elevate overall brand value. As customers repeatedly return and engage, brands not only secure recurring interactions but also unlock new opportunities for business growth through positive word-of-mouth and long-term customer retention. The cumulative effect of trust, satisfaction, and commitment creates a virtuous cycle that sustains competitive advantage. In summary, the strategic utilization of chatbots in the digital space represents an efficient and effective 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, revealing the deep potential of these tools to transform how brands connect with their audiences. When chatbots effectively address and satisfy users' needs related to information search, social interaction, and entertainment, they generate a ripple effect that begins with heightened engagement. Customers who find their queries answered promptly, their desire for conversation fulfilled, and their experience enjoyable become more actively involved with the brand, investing greater attention and interest in each interaction. This heightened engagement, in turn, serves as a powerful catalyst for strengthening emotional bonds and deepening the consumer's sense of connection to the brand. As users engage more frequently and meaningfully, they develop stronger emotional commitment, feeling personally invested in the brand's success and identity. This emotional foundation naturally translates into heightened purchase intentions, as consumers who feel a genuine affinity for a brand are considerably more inclined to follow through with buying decisions and repeat purchases.Therefore, the intelligent utilization of the conversational capabilities of chatbots can foster deeper, more enduring relationships with customers, moving beyond mere transactions to build lasting loyalty.


Keywords
Chatbot
Social media
Consumer-brand relationships
Emotional commitment
Perceived necessity
Consumer engagement
Subjects
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Journal of Strategic Management Studies
Volume 17, Issue 65
Winter 2026
Pages 135-159

  • Receive Date 15 July 2025
  • Revise Date 27 August 2025
  • Accept Date 13 December 2025