The Relationship between Generative AI-Driven Storytelling and Customer Engagement: The Mediating Role of Personalization

Anber Abraheem Shlash Mohammad; Suleiman Ibrahim Mohammad; Hanan Jadallah; Asokan Vasudevan; Zahid Hussain

doi:10.32479/irmm.21427

Authors

Anber Abraheem Shlash Mohammad Digital Marketing Department, Faculty of Administrative and Financial Sciences, University of Petra, Jordan
Suleiman Ibrahim Mohammad Electronic Marketing and Social Media, Economic and Administrative Sciences Zarqa University, Jordan; & Research follower, INTI International University, 71800 Negeri Sembilan, Malaysia
Hanan Jadallah Electronic Marketing and Social Media, Economic and Administrative Sciences Zarqa University, Jordan
Asokan Vasudevan Faculty of Business and Communications, INTI International University, 71800 Negeri Sembilan, Malaysia; & Shinawatra University, 99 Moo 10, Bangtoey, Samkhok, Pathum Thani 12160 Thailand
Zahid Hussain Department of Business Administration, KASBIT, Karachi, Pakistan

DOI:

https://doi.org/10.32479/irmm.21427

Keywords:

Generative AI, Storytelling, Customer Engagement, Personalization, E-Commerce

Abstract

The fast development of artificial intelligence (AI) has led to the transformation of marketing approaches, especially with the help of generative AI- driven storytelling (GAS) allowing clients to offer compelling personalized narratives to their customers. The study explores the closeness between generative AI-assisted storytelling (GAS) and customer engagement (CE) with possible mediating position of personalization within e-commerce industry in Jordan. The sample of respondents was composed of 312 participants, and the collection of data happened through structured survey with structural equation modeling (SEM) being used to test the proposed hypotheses. The results show that GAS can substantially increase customer engagement and that personalization partially mediates this association. This highlights that narratives generated by AI on their own are powerful, but they can be significantly more effective with content personalized to likings of individual consumers. The study is beneficial to the theory and practice since it provides empirical data on mechanisms where AI-driven marketing strategies have effects on consumer behavior. These insights could be used by practitioners in e-commerce to ensure that their GAS campaigns maximize engagement, loyalty and conversion. Also, the study reveals the power of implementation of personalization techniques into the concept of using AI in the context of marketing to ensure ultimate results. These insights provide an opportune insight to marketers who want to maximize the use of emerging AI technology to enhance customer relationship and competitive advantage.