Long, Hoang Cuu e al.
A icle
Fac o s a ec ing cus ome engagemen and b and loyal y
in Vie nam FMCG: he mode a ion o a i icial in elligence
Cogen Business & Managemen
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Fac o s affec ing cus ome engagemen and
b and loyal y in Vie nam FMCG: he mode a ion o
a ificial in elligence
Hoang Cuu Long, Phan Nguyen Anh Quan, Nguyen Ho Xuan T a, Tien-Dzung
Pham, Nguyen Thuy Linh & Ngo Huynh Khanh Doan
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engagemen and b and loyal y in Vie nam FMCG: he mode a ion o a ificial in elligence,
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2024, VoL. 11, no. 1, 2428778
Fac o s a ec ing cus ome engagemen and b and loyal y in
Vie nam FMCG: he mode a ion o a i icial in elligence
hoang cuu long , Phan nguyen anh Quan, nguyen ho Xuan a, ien-Dzung Pham ,
nguyen huy linh and ngo huynh Khanh Doan
uni e si y o economics Ho Chi Minh Ci y - ueH, Ho Chi Minh Ci y, Vie nam
ABSTRACT
his s udy was conduc ed o in es iga e ac o s a ec ing Vie namese cus ome
engagemen , he e ec o cus ome engagemen on b and loyal y in he Fas -Mo ing
consume goods (FMcg) indus y, and he mode a ing ole o a i icial in elligence (ai).
a 416 alid sample was used in his s udy o assess he in luence o sel -cong ui y,
social in luence, economic bene i s, in o ma ion seeking, b and wa m h, b and ac i ism,
social media ma ke ing, b and a achmen on cus ome engagemen , hen he impac
o cus ome engagemen on b and loyal y, and how ai expe ience mode a es he
co ela ion be ween cus ome engagemen and b and loyal y. Fo he mul i a ia e
eg ession es , he e we e 8 ac o s posi i ely a ec ing cus ome engagemen .
sel -cong ui y, social media ma ke ing, B and wa m h, social in luence, economic
bene i , and B and a achmen all posi i ely in luence social cus ome engagemen .
he indings o his s udy ha e p o ided a esh pe spec i e, assis ing manage s in hei
e o s o p omo e cus ome engagemen and b and loyal y. Mo eo e , s udy also
sugges s se e al new and inno a i e applica ions o ai in cus ome engagemen on
social media pla o ms. in his s udy, ai expe ience is in es iga ed o enhance he e ec
o social cus ome engagemen on b and loyal y in he Vie nam FMcg indus y.
1. In oduc ion
Mo e and mo e b ands disco e ha hei e enues depend on selling mo e p oduc s o exis ing cus-
ome s (Maie & Wie inga, 2021). c oss-selling is now a s a egic goal o all o Wells Fa go’s e ail b anches
since he bank claims ha hei household c oss-selling a io o 5.70 inancial p oduc s gene a es mo e
han 80% o i s e enues (Budu , 2018). he e o e, academics and p ac i ione s a e s a ing o pay mo e
a en ion o he subjec o consume engagemen (Majeed e al., 2022). Besides, gaining loyal cus ome s
and c ea ing a ecognized b and image a e among a company’s op p io i ies in he cu en e a o glo-
baliza ion and in ense compe i ion (Budu , 2018). gus a sson e al. (2005) posi ha b and loyal y can be
de eloped h ough he c ea ion o bonds and ela ionships wi h cus ome s. B and loyal y occu s a e
consume s ge sa is ied wi h p oduc s and se ices gi en by a b and, and hey us he b and so ha
i is hoped ha cus ome s will make epea pu chases, and cus ome s will hink again and will no e en
swi ch o ano he b and (susan o e al., 2022). P e ious esea ch has ound ha cus ome sa is ac ion
and us a ec ed cus ome beha io in e ms o loyal y (hwang e al., 2020); cus ome engagemen was
ound o be posi i ely associa ed wi h b and loyal y (Kosiba e al., 2018).
he wo ld is o e e changing, and he economy is no an excep ion. Yea by yea , s yles and as es
o cus ome s g adually ollow he la es ends (gumbe & Rana, 2021). People end o d ess mo e well,
ea heal hie and li e mo e ully ollowing he c owd e ec in social media (Jio sa e al., 2021). co y’s
ceO, camillo Pane, discussed his speed. he claimed ha ‘b ands a e p oduced a he speed o ligh and
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Hoang Cuu Long [email p o ec ed] uni e si y o economics Ho Chi Minh Ci y - ueH, Ho Chi Minh Ci y, Vie nam
h ps://doi.o g/10.1080/23311975.2024.2428778
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
Recei ed 19 Decembe
2023
Re ised 19 Oc obe 2024
accep ed 7 no embe
2024
KEYWORDS
cus ome engagemen ;
b and loyal y; a i icial
in elligence; FMcg;
Vie nam
JEL CODE
M31; l81; M30; O30
SUBJECTS
Business, Managemen
and accoun ing;
consume Psychology;
asian s udies
2 h. c. lOng e al.
he business is ge ing mo e and mo e complica ed’. his is pa icula ly ue o FMcg companies, who
can no longe es hei success on secu ing dependable clien s, as hey once could (Kim & Ko, 2012).
Realizing he apid change o cus ome as es, he au ho s come up wi h he ques ion whe he he ela-
ionship o cus ome engagemen s ays he same, o he end-leading as e o cus ome may a ec hei
loyal y in b ands. Mo eo e , we can easily see how cus ome s’ as es change along wi h he e olu ion
o he in e ne o e ime, no jus online ma ke ing o online shopping. hose who we e bo n in 1995
o la e a e e e ed o as gene a ion Z, also known as digi al na i es, igene a ion, sc eenage s,
pos -millennials, homeland gene a ion, and weens (Fis e -gale, 2015). hey we e aised in a wo ld ha
is ex emely connec ed, ne e ha ing been wi hou he in e ne (Williams & Page, 2011). hey a e highly
educa ed and echnologically as u e and equen consume s o echnology (P ipo as e al., 2017).
gene a ion Z p esen s a p oblem o ma ke e s because o he way hey beha e in compa ison o
gene a ions Y and X.
he younge gene a ion is mo e demanding o hei a o i e b ands while ye being less b and loyal
and ca ing mo e abou he o e all expe ience (Williams & Page, 2011). he e we a e in he golden e a o
ai. hanks o ecen de elopmen s in e e y p oduc a ea, wha was once hough o as a unique o e en
bo de line science- ic ion concep is now becoming much mo e app oachable o he public (Milne &
Bu gmann, 2023). howe e , cOViD-19 has signi ican ly accele a ed ai’s en y in o he economy (ehio obo,
2020). B ands a e de eloping inno a i e s a egies o keep cus ome s in e es ed in and connec ed o
hei p oduc s (Kelle , 2020).
Vie nam is abou o each a u ning poin in i s de elopmen ( am & ngoc huy, 2021). Unde labo
and capi al sho ages, he na ion will need o ely mo e on p oduc i i y gains o boos gDP g ow h (song
& Zhou, 2020). a signi ican inc ease in domes ic inno a ion capaci y will be needed o his. he socio-
economic de elopmen o Vie nam has seen a signi ican inc ease in he impo ance o esea ch, echnol-
ogy, and inno a ion since he s a o 2010. Wi h he geog aphical loca ion in one o he wo ld’s mos
dynamic egions and a ac ing lo s o in es men s om o he na ions, Vie nam is se ing a s aigh way
o imply ai echnology in o he indus y ( an, 2021). acco ding o Ox o d insigh s’ mos ecen esea ch,
Vie nam mo ed up se en spo s in he go e nmen ai Readiness index 2022, placing six h among asean
na ions and 55 h o e all. Wi h all hese s eng hs and h ea s, i is ime o le ai inno a ion become an
essen ial ool o businesses o sol e he equa ion o cus ome engagemen and b and loyal y.
cus ome engagemen on social media has p e iously been me iculously and ho oughly s udied by
a a ie y o expe s and au ho s wo ldwide. howe e , mos o he ea lie esea ch on social cus ome
engagemen ocused on se e al well-known ac o s, such as in o ma ion seeking, social in luence, en e -
ainmen , and economic bene i s (and é, 2015; aza e al., 2016; Jayasingh, 2019). hence, he e a e 2
ema kable no el ies in his esea ch ha ough o be conside ed. Fi s ly, he esea ch model will be
ebuil wi h co e elemen s inhe i ed om p e ious esea ch, howe e , new ac o s ha a e sui able and
p ac ical in he mode n cus ome end a e analyzed including sel - cong ui y, b and ac i ism, b and
wa m h and social media ma ke ing. Mo eo e , i is indispu able ha ad anced echnology has been
de eloping in he mode n pe iod, pa icula ly he g ow h o a i icial in elligence. a i icial in elligence is
s ill a li le s udied ac o in s udies looking a clien in e ac ion on social media si es, hough. hence,
he mode a ing a iable - a i icial in elligence (ai) is also a signi ican ac o in his esea ch model.
his s udy was conduc ed o in es iga e ac o s a ec ing Vie namese cus ome engagemen , he e ec
o cus ome engagemen on b and loyal y in he FMcg indus y, and he mode a ing ole o a i icial
in elligence. in o ma ion seeking, sel -cong ui y, b and ac i ism, social media ma ke ing, b and wa m h,
social impac , economic ad an age, b and a achmen a e ecommended elemen s ha d i e cus ome
engagemen on social media pla o ms. addi ionally, he s udy examined he ela ionship be ween online
cus ome in ol emen and b and loyal y, using a i icial in elligence as a mode a ing ac o .
2. Li e a u e e iews
2.1. Sel -Cong ui y heo y
he deg ee o which a cus ome ’s sel -concep e lec s his o he pe cep ion o a speci ic b and is said
o ha e some bea ing on he cus ome ’s beha io , acco ding o he sel -cong ui y heo y. cus ome s
cOgen BUsiness & ManageMen 3
equen ly a o b ands ha a e mo e in line wi h hei sense o sel han hose ha a e less so (helgeson
& supphellen, 2004). he e o e, i a cus ome ’s sel -concep is mo e in line wi h ha o he b and, hey
a e mo e likely o ha e a a ou able pe cep ion o i . he ou di e en ca ego ies o sel -concep (i.e.
ac ual sel , ideal sel , social sel , and ideal social sel ) p o ide he basis o ac ual sel -cong ui y, ideal
sel -cong ui y, social sel -cong ui y, and ideal social sel -cong ui y (si gy, 1982). sel -cong ui y esea ch
has also p oduced he mos con incing e idence o bo h ac ual and ideal sel -cong ui y. sel -cong ui y
heo y was used by lee e al. (2020) o indica e ha sel - cong ui y posi i ely in luences cus ome
engagemen on social ne wo king si es, pa icula ly, Facebook. simila ly, acco ding o andono a e al.
(2015), sel -cong ui y heo y emphasizes he signi icance o ma ching b and encoun e s wi h people’s
sel -concep s, which makes i essen ial o social cus ome engagemen esea ch. o sum up, sel -cong ui y
heo y explains cus ome engagemen by aligning b and image wi h cus ome s’ sel -concep , enhancing
connec ion and loyal y, which is de eloped by andono a e al. (2015) as well.
2.2. Uses and g a i ica ion heo y (UGT)
Posi i e in i s epis emological s ance, he ‘Uses and g a i ica ions’ (U&g) heo y is a social psychological
app oach. he heo y was de eloped by esea che s Ka z e al. (1973). hey published ‘ he Uses o Mass
communica ion: cu en Pe spec i es on g a i ica ions Resea ch’ in 1973, which p o ided a ho ough
explana ion o he Uses and g a i ica ions heo y. People a e assumed o make in o med, delibe a e, and
easonable decisions (in he sense o goal-o ien ed decisions). i a emp s o answe he ques ion o why
hese in ol ed and pe cep i e indi iduals use he many elemen s and ea u es o social media by iden-
i ying he g a i ica ion/ ewa ds hey seek. his is why he U&g heo y has been used o explain he use
o adi ional media (such as ele ision, magazines, adio, ideo games, V sa elli e) epea edly in he
pas (Ruggie o, 2000). his idea has been applied o he phenomenon o in e ne use, i ual communi-
ies, and mo e ecen ly, social ne wo ks, since he ea ly 2000s.
Uses and g a i ica ion heo y is pe inen o social cus ome engagemen esea ch as i examines why
indi iduals consume media and how hey de i e sa is ac ion om i . Unde s anding cus ome s’ mo i a-
ions aids businesses in ailo ing con en o mee speci ic needs, d i ing mo e engaging and g a i ying
social in e ac ions, hus enhancing o e all cus ome engagemen . he s udies o Jayasingh (2019), and
choedon and lee (2020) a gue ha he Ug heo y is highly app ecia ed when applied in esea ch
pape s on social cus ome engagemen . o ecap, Uses and g a i ica ion heo y explains cus ome
engagemen by iden i ying how consume s ac i ely seek con en o ul ill speci ic needs and desi es, and
in his s udy, social media ma ke ing is used as a signi ican componen ela ed o social cus ome
engagemen .
se e al au ho s ha e p e iously me hodically and in-dep h explo ed cus ome pa icipa ion on social
media. howe e , au ho s could iden i y wo a eas o addi ional esea ch. Fi s o , mos pas s udies on
social consume engagemen concen a ed on se e al widely ecognized cha ac e is ics, including in o -
ma ion seeking, social in luence, en e ainmen , and inancial gains (and é, 2015; aza e al., 2016;
Jayasingh, 2019). ne e heless, i is indispu able ha ad anced echnology has been de eloping in he
mode n pe iod, pa icula ly he g ow h o a i icial in elligence which conside ably a ec s cus ome
engagemen . a i icial in elligence is s ill a li le s udied ac o in s udies looking a clien in e ac ion on
social media si es, hough.
he mode a o ‘ai’ was used in he s udy on b and loyal y and consume engagemen o de e mine
how i a ec ed he co ela ion be ween hese a iables. a i icial in elligence played a c ucial pa in
cus ome con ac analysis, expe ience pe sonaliza ion, and p omp help. a i icial in elligence has been
shown o d ama ically inc ease b and loyal y by imp o ing engagemen h ough pe sonalized communi-
ca ion and e ec i e se ice. his illus a ed how impo an ai’s abili y o comp ehend and p edic con-
sume equi emen s is o build a close , mo e endu ing ela ionship be ween a company and i s
cus ome s. se e al au ho s poin ed ou how ai exe s a signi ican ly posi i e in luence. acco ding o Bag
e al. (2022), ai enhances clien in ol emen on social media, while Bedi e al. (2022) demons a ed ha
ai can also inc ease b and loyal y in he e ail sec o . F om his basis, ai is inhe i ed and de eloped in o
a mode a ing a iable in he ela ionship be ween social cus ome engagemen and b and loyal y.
4 h. c. lOng e al.
2.3. Resea ch hypo hesis
his s udy p oposes esea ch hypo heses o indica e ac o s a ec ing cus ome engagemen and b and
loyal y in Vie namese FMcg by elying on e idence om o he s udies in his ield.
In o ma ion seeking (IS): is an in o ma ion-ga he ing p ocedu e o p oduc s (gi onda & Ko gaonka ,
2014). Being able o sea ch o and ind in o ma ion abou a company, p oduc , o b and is one o he
key ac o s ha in luence cus ome in ol emen in online b and communi ies like Facebook b and pages
(aza e al., 2016). cus ome s, o ins ance, can lea n in o ma ion abou a bo le o so d ink’s p icing,
o igin, o ad an ages h ough social media. acco ding o Fe nandes and Remelhe (2016) esea ch, in o -
ma ion seeking inc eases consume engagemen . gao and Feng (2016) also show a a o able co ela ion
be ween in o ma ion sea ch and online cus ome engagemen . he e o e, hypo hesis p oposed is ha :
Hypo hesis H1. in o ma ion seeking has a posi i e e ec on cus ome engagemen in Vie nam FMcg
Sel – cong ui y (SC): e e ed o in his s udy as he co espondence be ween a b and’s pe sonali y and
a cus ome ’s opinion o hemsel es ha consume s pe cei e o expe ience as hey o ge a bond wi h
he b and (Kim e al., 2005). cus ome s ha e he chance o choose b ands o ep esen hei ideal sel es
in ways ha a e no suppo ed in eal li e by using social ne wo king si es (sns). acco ding o Wol inba ge
and gilly (2003), cus ome s o a ious pe sonali y ypes who ha e close emo ional bonds o b ands ha
ep esen hemsel es a e mo e inclined o ake pa in eWOM (elec onic Wo h-o -Mou h) ac i i ies o
such b ands. cus ome s ypically a o companies and emain loyal o hose whose ocus ma ches hei
image, such as luxu y o glamou . sel -accep ance has a a o able impac on use in ol emen on social
ne wo king si es, pa icula ly Facebook, acco ding o lee e al. (2020). addi ionally, andono a e al.
(2015) examined a subs an ial ela ionship be ween online cus ome in e ac ion and con idence. he e o e,
hypo hesis p oposed is:
Hypo hesis H2. sel - cong ui y has a posi i e e ec on cus ome engagemen in Vie nam FMcg
B and ac i ism (BAC): is de ined as a alues-d i en ac ic used by companies o show ha hey a e
conscious o he cu en and u u e aspec s o socie y (Ko le & sa ka , 2017). acco ding o edelman and
an Knippenbe g (2018), 64% o consume s a ound he wo ld base hei choice o whe he o suppo
o ejec a b and pu ely on ha b and’s s ance on social and poli ical issues. as he impo ance o b and
ac i ism has inc eased in he eyes o he consume , b ands ha e begun adding mo e ad e ising cam-
paigns ha don’ always cen e on he p oduc being sold bu ins ead ocus on a socie al issue o a
speci ic cause (Khuong e al., 2021; Waheed e al., 2021). he pola iza ion ha eme ges om socie al
issues ensu es a high deg ee o pa icipa ion ega dless o a b and’s s ance on an issue, since 70% o
cus ome s a e keen o p o ide he company hei di ec opinion on i s social esponsibili y ac i i ies.
he e o e, hypo hesis p oposed is:
Hypo hesis H3. B and ac i ism has a posi i e e ec on cus ome engagemen in Vie nam FMcg
Social media ma ke ing (SMM): is a subse o online ma ke ing ha makes use o popula cul u e o
u he i s communica ion and b anding objec i es. in ecen mon hs, social media ma ke ing has paid
a lo o a en ion o cus ome engagemen . cus ome ela ionship managemen , cus ome assis ance,
buye esea ch, lead gene a ion, sales p omo ion dis ibu ion, paid ad e ising, and b anding a e among
he ma ke ing ac i i ies made a ailable by social media h ough i s pla o ms (Pa ma e al., 2021). i he
messaging associa ed wi h hei businesses, Websi e a ic, sea ch esul s, and cus ome loyal y all
inc ease, ma ke e s may ind oppo uni ies om social media communica ion, claims. social media ma -
ke ing has a a o able impac on social consume in ol emen , as demons a ed by nguyen e al. (2020).
Fu he mo e, Kim and Ko (2012) showed ha social media ma ke ing had a posi i e impac on clien
b and engagemen . he e o e, hypo hesis p oposed is:
Hypo hesis H4. social media ma ke ing has a posi i e e ec on cus ome engagemen in Vie nam FMcg
B and wa m h (BW): consis s o genuineness, ami y, help ulness, and zeal (Fiske e al., 2002). addi ionally,
consume s a e mo e likely o desc ibe a company as wa m when hey hink i has noble aims, such as
sa egua ding he en i onmen . People’s pe cep ions o o he people’s wa m h a e belie ed o be mo e
cOgen BUsiness & ManageMen 5
impo an in hei a ec i e and beha io al esponses, acco ding o Fiske e al. (2007). hese pe cep ions
a e almos always o g ea in e es o o he s and a e almos uni e sally iewed a o ably. cus ome s con-
nec and iew b ands in a way ha is human-like (agga wal & Mcgill, 2007). his iewpoin sugges s ha
suppo ing a business online by clicking he ‘like’ bu on on a b and page is compa able o ‘ iending’
someone else, wi h he excep ion ha in his case he ‘ iend’ canno e use he eques . con inuing om
he p e ious poin , i makes ob ious ha i someone is wa m and likable, hey will be mo e likely o be
in oduced o hei ci cle o iends (she man e al., 2006). Be n i e (2015) exhibi ed ha b and wa m h
has a signi ican ly posi i e impac on social cus ome engagemen . he e o e, hypo hesis p oposed is:
Hypo hesis H5. B and wa m h has a posi i e e ec on cus ome engagemen in Vie nam FMcg
Social in luence (SI): e e s o he eac ions o o he people o a cus ome ’s decision o emb ace and
u ilize a pa icula good o se ice (cu an & lennon, 2011). hey can ha e an impac on o he s and
inc ease hei social in ol emen when hey ‘like’ a b and on Facebook. Use s can iew which iends and
how many iends a e ollowe s o a speci ic p oduc o b and page be o e joining a communi y on
social media (coul e & Rogge een, 2012). he likelihood ha a use will ge in e es ed in, explo e, and
ul ima ely app o e o and suppo a b and o p oduc page inc eases when hey see ha hei iends
a e membe s o i . Because hey wish o ollow hei iends and because o he use s ha e done so,
people may egis e o a b and page and publish in o ma ion abou he b and (gi onda & Ko gaonka ,
2014). acco ding o Jayasingh (2019), social in luence has a a o able impac on consume b and engage-
men on social media. in line wi h his, and é (2015) eached he same conclusion in his esea ch abou
he link be ween Facebook cus ome in ol emen and social impac . he e o e, hypo hesis p oposed is:
Hypo hesis H6. social in luence has a posi i e e ec on cus ome engagemen in Vie nam FMcg
Economic bene i s (EB): ela es o ‘ he ex en o which communi y membe s desi e o ecei e u ili a ian
ewa ds (e.g. inancial ewa ds, ime sa ings, o e s o incen i es, me chandise and awa ds) h ough hei
engagemen in he communi y’ (Baldus e al., 2015). Financial incen i es and o he pe ks a e some o he
key ad an ages o using Facebook b and pages ( sai & Men, 2013). Righ now, inding inancial bene i s
om b ands on social ne wo ks is no di icul . cus ome s who pa icipa e in minigames o media cam-
paigns h ough likes and sha es migh win en icing ewa ds om businesses like gi ca ds o s o es o
accumula ed loyal y poin s. economic ad an ages could boos Facebook cus ome in ol emen wi h
b ands, acco ding o esea ch by aza e al. (2016). simila o his, Jayasingh (2019) e ealed ha eco-
nomic ad an ages in luence clien b and in ol emen on social media in a good way. he e o e, hypo h-
esis p oposed is:
Hypo hesis H7. economic bene i s ha e a posi i e e ec on cus ome engagemen in Vie nam FMcg
B and a achmen (BAT): is de ined as ‘an emo ion-laden a ge -speci ic bond be ween a consume and
a speci ic b and’ ( homson e al., 2005), and i is based on Bowlby’s (1977) a achmen heo y. a ec ion,
passion, and connec ion a e he h ee componen s ha comp ise b and a achmen ( homson e al.,
2005). Fi s ly, b and a ec ion desc ibes he posi i e emo ions a b and c ea es. secondly, b and passion
desc ibes he powe ully a o able emo ions ha a b and a ouses. las ly, b and connec ion e e s o he
sensa ion o ‘being linked’ o bound o o associa ed wi h he b and. i has been demons a ed ha
inc easing he numbe o ‘likes’ on a company’s Facebook page p omo es sales (lee e al., 2015).
cus ome s can also ‘sha e’ images o s o ies ha ea u e he b and wi h o he s in hei ne wo k o
demons a e hei en husiasm o i . Fu he mo e, cus ome s can ‘commen ’ on a b and’s Facebook page,
which is iewable by o he s in hei ne wo k and can be ead by o he s who isi ha page (Japu a
e al., 2022; Kabadayi & P ice, 2014). all o hese a e isible o a chosen se o iends on he sende ’s
imeline. consume engagemen is measu ed by ac ions like liking, sha ing, and commen ing (gumme us
e al., 2012). he e o e, hypo hesis p oposed is:
Hypo hesis H8. B and a achmen has a posi i e e ec on cus ome engagemen in Vie nam FMcg
Social cus ome engagemen (SCE): is he p ocess o connec ing cus ome s’ bodies and minds so hey
can ac i ely con ibu e o a b and’s image independen o any physical ansac ions (so e al., 2021).
6 h. c. lOng e al.
addi ionally, social cus ome engagemen is desc ibed as clien s’ cogni i e, emo ional, and beha io al
in es men s in o in e ac ions wi h a pa icula b and on social media; clien s’ unde lying (la en ) cogni-
i e and emo ional engagemen becoming isible h ough clien s’ social media-based engagemen
beha io s. Fi e p ima y ca ego ies o e ec s o cus ome pa icipa ion on social media a e b and impac s,
p oduc impac s, cus ome impac s, con en e ec s, and ma ke impac s. B and communi y in ol emen
beha io s will inc ease he pe cei ed alue o cus ome s, which will also inc ease cus ome happiness
and loyal y. i means ha when consume s connec wi h b ands, hey o en become amilia wi h and
like hem, which de elops b and loyal y. in his esea ch, Jayasingh (2019) showed how cus ome b and
in ol emen in luences b and loyal y in a a o able way. he e o e, hypo hesis p oposed is:
Hypo hesis H9. social cus ome engagemen has a posi i e e ec on b and loyal y in Vie nam FMcg
A i icial in elligence (AI): is de ined as in elligen ac i i y and conduc by de ices, compu e s, o obo s
o he bene i o indi iduals and g oups. ai i s in o Uses and g a i ica ion heo y by p o iding pe son-
alized expe iences ha mee use needs. acco ding o sel -cong ui y heo y, ai inc eases he simila i y
be ween cus ome s and b ands, he eby enhancing cus ome engagemen and loyal y. ai-based social
media ma ke ing s a egies ha e he po en ial o in luence and o ecas use beha io as well as p o ide
social media use s wi h a wide a ie y o p ac ical analy ics capabili ies ha suppo use engagemen
(capa ina e al., 2020). ai assis s wi h in o ma ion ga he ing and analysis on a subconscious le el. ai
imp o es a company’s capaci y o communica e wi h clien s ia social media (Pillai & si a hanu, 2020).
he use o oice assis an s, cha bo s, sen imen analysis, ace ecogni ion, na u al language p ocessing,
isual sea ch, and ai-d i en ouchless kiosks a e jus a ew o he impo an applica ions o ai ha ha e
been shown o inc ease cus ome in e ac ion on social media. in addi ion, ai can di ec use s o special-
is so wa e whe e hey can es ou hings o sugges app op ia e p oduc s based on pas sea ches.
acco ding o Bag e al. (2022), ai inc eases clien in ol emen on social media. addi ionally, Bedi e al.
(2022) demons a ed how ai migh inc ease b and loyal y in he e ail sec o . i is p oposed ha a i icial
in elligence posi i ely a ec s he ela ionship be ween social cus ome engagemen and b and loyal y,
which means he highe he le el o a i icial in elligence applied, he s onge he ela ionship be ween
social cus ome engagemen and b and loyal y. he e o e, hypo hesis p oposed is:
Hypo hesis H10. a i icial in elligence (ai) mode a es he ela ionship be ween social cus ome engagemen
and b and loyal y in Vie nam FMcg
Based on se e al high – anking esea ch and hypo he ical de elopmen , he esea ch model is de el-
oped as being shown in Figu e 1 o show ac o s a ec ing social cus ome engagemen , he e ec o
social cus ome engagemen on b and loyal y and he mode a ing ole o ai.
3. Resea ch me hods
3.1. Me hod o da a analysis and p ocessing
in-dep h online in e iews we e used in he s udy as a quali a i e esea ch me hod o e alua e he sui -
abili y o componen s and scales once he model and scale we e cons uc ed. hose pa icipa ing in
g oup in e iews a e ho oughly explained and p o ided necessa y in o ma ion ela ed o his s udy. he
ques ionnai e is se up in bo h Vie namese and english e sions, wi h accu acy es ed by expe s.
in e iewees a e su eyed in Vie namese e sion in o de o deeply unde s and. he scale was hen
imp o ed in ligh o he in o ma ion ob ained, and a o mal su ey was ca ied ou using su ey ques-
ionnai es o acqui e in o ma ion abou he a iables included in he esea ch model. h ee i ems adop ed
o is, eB, si was e e ed om (Jayasingh, 2019); h ee i ems adop ed o sMM was e e ed om
(choedon & lee, 2020); h ee i ems adop ed o Bac was e e ed om (g ay, 2019; hennig, 2021); h ee
i ems adop ed o sc was e e ed om (Rabbanee e al., 2020); h ee i ems adop ed o BW was e e ed
om (Kolbl e al., 2020; Xue e al., 2020); h ee i ems adop ed o sce was e e ed om (Vo Minh e al.,
2022); h ee i ems adop ed o Bl was e e ed om (helme-guizon & Magnoni, 2019); h ee i ems
adop ed o Ba was e e ed om h ee i ems adop ed o ai was e e ed om (Yin & Qiu, 2021).
au ho s employed sma -Pls so wa e o p ocess he ga he ed da a and employed a mul i a iable linea
cOgen BUsiness & ManageMen 7
eg ession model wi h one mode a ing a iable, one in e media e a iable, and one o he a iable.
Following he use o desc ip i e s a is ics, he au ho s used he c onbach’s alpha coe icien o assess
he scale’s eliabili y. o de e mine how e ec i ely he measu ed a iables ep esen he numbe o com-
ponen s, he au ho s employed con i ma o y ac o analysis (cFa) and explo a o y ac o analysis (eFa).
in o de o examine he esea ch hypo heses and he model’s applicabili y, s uc u al equa ion modeling
(seM) was e alua ed in he end. a i e-poin like scale wi h he ancho s ‘s ongly Disag ee’ (1) and
‘s ongly ag ee’ (5) was used o measu e he esponses o he scale i ems.
3.2. Da a collec ion
s udy used a google Fo m o collec 435 esponses om people in ho chi Minh ci y, ep esen ing a
ange o gende s, age g oups, income le els, and jobs. he sample size calcula ion was conduc ed using
he pa ame e s ou lined by chou e al. (1991). he o al sample size o analyzing he s udy is 416 sam-
ples should mee bo h he igh sample size condi ions. in o de o achie e he mos accu a e and alid
and objec i e da a se , he su ey has been conduc ed wi h people aged 18 o 35 yea s old h ough
di ec and indi ec answe s ollowed by he su ey links, om Ma ch o June 2023. au ho s clea ly p e-
sen ed he iewpoin as well as clea ly men ioned he pu pose o he su ey, in o de o b ing mo e
accu a e da a ins ead o making a coping su ey. he cons uc ion o a iables o su eys is also based
on he ac ual si ua ion so ha he su ey is as con incing as possible.
3.3. In o med consen
his esea ch was ob ained om app o al o all pa icipan s and/o hei legal gua dians o pa icipa ion
in he s udy. his a icle does no con ain any s udies wi h human pa icipan s pe o med by any o he
au ho s.
3.4. E hics app o al and consen o pa icipa e
Based on ‘Regula ions on in eg i y ules in scien i ic esea ch a Uni e si y o economics ho chi Minh ci y
(Ueh) in 2019’ (no. 3145/QyĐ-ĐhK -QlKh-h Q ), his s udy was conduc ed in line wi h he men ioned
equi emen s. We also go e hical app o al om he e hical commi ee o Uni e si y o economics ho
chi Minh ci y (Ueh). speci ically, he esponden s’ anonymi y was s ongly gua an eed. his consen was
ob ained in w i en o m as he s udy employed ha d copy ques ionnai es dis ibu ed o pa icipan s o
Figu e 1. Resea ch model.
14 h. c. lOng e al.
Funding
his pape was unded by he Uni e si y o economics ho chi Minh ci y (Ueh).
ORCID
hoang cuu long h p://o cid.o g/0000-0002-7227-5025
ien-Dzung Pham h p://o cid.o g/0009-0006-1375-9296
Da a a ailabili y s a emen
he da a ha suppo he indings o his s udy a e a ailable om he co esponding au ho , upon easonable
eques . Da a was collec ed and analyzed om au ho s.
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