From Artificial Empathy To Brand Trust: A Study Of Emotion-Centric Marketing

Abstract

Purpose:
The rapid advancement of Artificial Intelligence (AI) in marketing has led to the emergence of Emotion-as-a-Service (EaaS), where organizations leverage affective computing technologies to understand and respond to consumer emotions. This study investigates how Affective AI Adoption (AAI) influences Emotional Personalization (EP), Consumer Engagement (CE), and Brand Trust (BT). It further examines the mediating role of Emotional Resource Management (ERM) and the moderating influence of Ethical Considerations (EC) in shaping consumer responses to AI-driven emotional interactions.

Methodology:
A quantitative research design was employed using Partial Least Squares Structural Equation Modelling (PLS-SEM) through SmartPLS 4.0. Data were collected from 200 consumers who had interacted with AI-driven marketing systems such as chatbots, personalized recommendations, and emotion-sensitive digital interfaces.

Findings:
The results reveal that Affective AI Adoption significantly enhances Emotional Personalization, which in turn increases Consumer Engagement and Brand Trust. Emotional Resource Management acts as a key mediating mechanism, translating emotional insights into stronger consumer relationships. Additionally, Ethical Considerations positively moderate the relationship between AI adoption and consumer engagement, indicating that ethical transparency enhances consumer acceptance of affective technologies.

Implications:
Organizations should integrate Emotion-as-a-Service frameworks with ethical AI practices to deliver emotionally intelligent and trustworthy customer experiences.