Brand Interaction Research Articles

Anthropomorphism in artificial intelligence: a game-changer for brand marketing

The expansion of brands adopting artificial intelligence services with human characteristics, such as chatbots, has revolutionized digital marketing strategies, transforming how companies reach and engage customers. This technological innovation is reshaping digital interactions between companies and consumers, offering a more personalized and efficient experience. This study explores the influence of chatbot anthropomorphism on customer engagement and purchasing decision-making with brands that use this artificial intelligence service. Data from a questionnaire with 1319 participants was analyzed using partial least squares method. Chatbot anthropomorphism has a more positive influence on purchasing decision-making when this relationship is mediated by customer engagement. In turn, customer involvement also has a positive influence on decision-making. The results emphasize that for a greater influence of the chatbot's anthropomorphism on purchasing decision-making, the customer must first be engaged with the chatbot. This research illuminates a new path in the domain of AI-enabled brand interactions, showing the distinct influence of anthropomorphism in chatbots on customer satisfaction, trust and loyalty, thus revolutionizing traditional paradigms of consumer-brand engagement and decision-making processes. By exploring the intricate dynamics between customer engagement with anthropomorphized chatbots and purchasing decisions, this study breaks new ground, offering unprecedented insight into the transformative potential of human-like chatbot interactions in shaping consumer behavior and brand relationships.

Gotta take my avatar shopping: impacts of interactive virtual shopping in esports

PurposeEsports game developers are incorporating interactive virtual shopping (IVS) experiences into their products to facilitate consumer–brand interactions. Despite the potential influence of IVS, existing research lacks an understanding of its impact on consumers’ overall affect– particularly game enjoyment, a critical factor in sustaining engagement with esports products – and on attitudinal change toward brands in the real world.Design/methodology/approachAn experiment was designed to examine the impact of shopping in the virtually interactive esports marketplace on game enjoyment. Mediating effects of positive change in brand attitude, perceived realism and character attachment and the moderating effect of self-avatar gender congruity were investigated using SPSS PROCESS Macro. Additionally, the impact of brand popularity on the relationship between IVS and brand attitude was examined using analysis of covariance (ANCOVA).FindingsThere was a positive impact of IVS on game enjoyment, mediated by a positive change in brand attitude, perceived realism and character attachment. Self-avatar gender congruity moderated the mediation effect of perceived realism. Notably, less popular brands exhibited a greater change in brand attitude compared to more popular brands.Originality/valueThe findings add to the body of literature on esports, particularly in investigating the role of IVS within the esports virtual world and advancing research on cognitive appraisal theory. This study informs practitioners in the esports industry about the value of creating interactive virtual marketplaces, as they serve to benefit sponsoring brands and enhance game enjoyment for players.

Consumer Engagement with Retail Businesses: A Systematic Literature Review and Future Agendas

This literature review aims (1) to systematically lay out and analyze the literature on consumer engagement and consumer engagement with retail businesses, (2) to identify the possible antecedents of consumer engagement, and (3) to analyze the context of studies, trends in methodologies, and conceptual frameworks and thus provide the future agendas for consumer engagement with retail businesses. This review uses a systematic literature review (SLR) method. The research articles published in Scopus-indexed journals between 2008 and 2022 were downloaded from the Google Scholar database using a systematic search strategy. The key antecedents of consumer engagement included attitudes towards brands, brand interactivity, brand intimacy, consumer involvement, customer participation, customer perceived value, peer communication, personality traits of consumers, self-brand image congruity, perceived service quality, social media marketing efforts of retail brands, and subjective norms. Though only a few reviewed articles had explicit conceptual frameworks, researchers performed an in-depth analysis of conceptual frameworks underpinning the research. This framework-based review uniquely analyzes the antecedents (Independent Variables) and mediating variables of consumer engagement (Dependent Variable) with retail businesses.

The Influence of Digital Marketing, Product Quality, and Emotional Factors on Consumer Satisfaction

The rapid evolution of digital technology has reshaped marketing approaches, with digital marketing emerging as a cornerstone in connecting brands with consumers. Alongside digital marketing, product quality and emotional factors have gained prominence in shaping consumer satisfaction. This study investigates the interplay between digital marketing, product quality, and emotional factors influencing consumer satisfaction in Indonesian markets. The research aims to evaluate their individual and collective impacts to provide insights for strategic optimization. Using a quantitative approach with a descriptive correlational design, data were collected through an online questionnaire from January to March 2024. A purposive sampling method was employed, targeting 150 respondents across Indonesia who had engaged with brands utilizing digital marketing strategies. The variables were measured using a 5-point Likert scale, and data were analyzed through multiple linear regression using SPSS. The findings reveal significant positive contributions from all three variables. Digital marketing had a regression coefficient of 0.321 (p < 0.001), emphasizing the importance of personalized and interactive strategies. Product quality demonstrated the highest influence with a coefficient of 0.412 (p < 0.001), confirming its critical role in exceeding consumer expectations and fostering loyalty. Emotional factors contributed a coefficient of 0.275 (p = 0.001), underscoring the relevance of positive brand interactions in enhancing satisfaction. The simultaneous effect of these variables was validated through an F-statistic of 42.7 (p < 0.001), with an R² value of 0.72, indicating strong explanatory power. This research provides a holistic framework for understanding consumer satisfaction by integrating digital marketing, product quality, and emotional factors. It recommends prioritizing product quality, optimizing digital marketing strategies, and fostering emotional connections to achieve sustained consumer loyalty. Future studies should explore these dynamics across diverse industries and consumer segments to expand upon these findings.

Influence of Tik Tok Challenge on Brand Interaction and Viral Marketing

Influence of Tik Tok Challenge on Brand Interaction and Viral Marketing

Do fear-of-COVID-19 and regional identity matter for the linkage between perceived CSR and brand evangelism? A comparative analysis in South Asia

PurposeThere is a dearth of evidence on how and when perceived corporate social responsibility (PCSR) contributes to brand evangelism in the consumer behavioural literature, especially during a pandemic situation. In an attempt to examine this phenomenon, this study investigates the effect of fear-of-COVID-19 (Coronavirus disease 2019) and regional identity on PCSR and brand evangelism effect in the South Asian retail context. It theorises linkages mainly from behavioural inhabitation system theory and social identity theory.Design/methodology/approachA survey was administered to a representative sample of 2,242 retail consumers representing Sri Lanka, Bangladesh, Pakistan and India.FindingsThe results revealed a positive impact of PCSR on brand evangelism, but interestingly varying levels of strength of the key relationships based on country-wise fear-of-COVID-19 and regional identity during the pandemic.Practical implicationsFor the first time, the results of this research shed light on incorporating consumers’ regional identity as well as consumer fear as cultural predictors for better explaining the PCSR and brand evangelism link of nations within a region. This has implications for both theory and practice in the domain of consumer behaviour.Originality/valueThe study reflects its originality by revealing the relevance of country level social identity and negative emotions of nations that can manipulate the business results of corporate ethical responsiveness from a consumer culture theory perspective, especially during and just after a crisis. These results underlie what is active inside consumer black box by explaining as to what external stimuli drive consumer collective and moral mind set in a given culture. This adds to the body of knowledge on ethical consumption behaviour more specific to consumer–brand interaction in market crises.

Research on the Influence of Brand Interaction on Social Media Platforms and Consumers’ Purchasing Decision-making Process

With the rapid development of Internet technology and the popularity of social media, the interaction between brands and consumers has undergone profound changes. Social media platform, with its unique real-time, interactive and communication, has become an important bridge between brands and consumers. In the complex and changing market environment, brand building and maintenance is the key to the success of enterprises. With rapid changes in consumer behavior and market competition, brands need to adopt innovative strategies to strengthen their market position and consumer loyalty. The impact of KOL and KOC on consumers on social media platforms is complementary. KOL quickly increases brand awareness through extensive influence and professionalism, while KOC deepens consumers’ trust and desire to buy brands through authenticity and high interactivity. The combination of the two can form a complete marketing chain from awareness promotion to trust establishment to purchase transformation to maximize the marketing effect. This paper aims to explore how brand interaction on social media platforms affects consumers’ purchase decision-making process, and analyze its mechanism, influencing factors and effects, and give suggestions.

Studi Consumer Brand Engagement pada Media Sosial FnB (Food and Beverages) Brand di Indonesia untuk Meningkatkan Brand Loyalty dengan Teori Social Exchange

Consumer Brand Engagement (CBE) on social media is important in shaping consumers emotional and interactive engagement with brands, spanning cognitive, affective and behavioral dimensions. In Indonesia, brand loyalty in the food and beverage (FnB) industry is often challenging, with many brands struggling to retain consumers in a competitive and dynamic market. The purpose of this study is to examine the dynamics of Consumer Brand Engagement and its impact on brand love and brand loyalty. This research specifically aims to understand how brand interactivity, consumer involvement, and e-WOM can influence Consumer Brand Engagement and impact to increase brand loyalty. This study used a quantitative approach, which was conducted through an online survey involving 317 respondents, and SmartPLS software was used to conduct SEM-PLS data analysis. This study found that consumer involvement and e-WOM have a positive influence on Consumer Brand Engagement. Furthermore, Consumer Brand Engagement shows a positive influence on brand love and brand loyalty, indicating that active and meaningful interactions between consumers and brands through social media can increase brand loyalty. This research contributes and integrates the social exchange theory literature to provide a deeper understanding of consumer brand engagement, consumer involvement, e-WOM, brand love and brand loyalty. This research highlights the importance of applying consumer involvement and e-WOM in the context of FnB Brand's social media marketing activities in Indonesia. It offers valuable insights for marketers who want to increase Consumer Brand Engagement and brand loyalty.

Beyond Sensory Boundaries: Innovative Applications of Synesthetic Design in Shaping Deep Brand Perceptions and Experiences

With the development of modern technology and concepts, the object of design expands from material form to non-material form, and the product modeling design gradually develops towards all-round perception and experience. Products are not only the carrier of function, but also the medium of emotional communication. In an era of information overload and short consumer attention spans, building deep and lasting brand perceptions has become a major challenge for marketers. The researcher explores the innovative application of synesthetic design principles, clarifies the role of synesthetic imagery interoperability and design expressions, constructs a design translation path of synesthetic imagery interoperability with the product as the medium and emotion as the dominant, and explores the process and verification method of the application of synesthetic imagery interoperability in the product styling design, so that synesthetic design can be used as a strategic tool that transcends the boundaries of the traditional sensory marketing, and thus cultivates deep brand experience and cognition. We use the generic design as a strategic tool to transcend the boundaries of traditional sensory marketing, thus cultivating profound brand experience and cognition. By integrating multi-sensory experiences and utilizing the inherent cross-modal correspondences between different sensory modalities, synesthetic design facilitates comprehensive and immersive brand interactions. Through a combination of theoretical exploration and empirical analysis, the researchers demonstrate how synesthetic design can significantly enhance brand memorability, differentiation and emotional resonance. It further explores how the experience of empathy influences consumer behavior and brand loyalty through underlying psychological mechanisms. The results emphasize the potential of synesthetic design in building deeper and more intuitive connections between consumers and brands. The application of synesthetic imagery interoperability to product styling design can elevate users' sensory experience to emotional experience through the use of synesthesia, which provides a new path for product styling design application research.

Social Media Fashion Campaigns on Brand Engagement in Thailand

Purpose: The aim of the study was to analyze the social media fashion campaigns on brand engagement in Thailand. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Recent studies on social media fashion campaigns in Thailand reveal that these campaigns significantly enhance brand engagement. Findings indicate that fashion brands leveraging platforms like Instagram and Facebook effectively engage consumers through visually appealing content and influencer collaborations. These strategies lead to higher levels of brand interaction, increased consumer loyalty, and elevated sales performance. Research highlights that campaigns tailored to local cultural preferences and trends resonate more with Thai audiences, driving greater engagement and brand affinity. Unique Contribution to Theory, Practice and Policy: Social identity theory, uses and gratifications theory & social media engagement theory may be used to anchor future studies on social media fashion campaigns on brand engagement in Thailand. Fashion brands should implement data-driven approaches to identify and collaborate with influencers who have a genuine connection with their audience. Regulatory guidelines should be developed to ensure transparency in influencer partnerships, including clear disclosures and compliance with advertising standards.

Consumer empowerment in the ethical spectrum: Rethinking retention in live-streaming markets

Live-streaming shopping provides a dynamic, interactive experience; however, its associated ethical challenges have raised significant public concerns. Specifically, live-streaming's immediacy and interactivity might intensify ethical dilemmas, like intrusive marketing and lack of transparency, impacting consumer trust and brand loyalty. Initially, this study applies self-determination theory to explore how live streaming empowers consumers and affects brand interaction and decision-making, then investigates the impact of ethical issues on this process. Our findings suggest empowerment does not invariably result in high-quality relationships, particularly when consumer ethics diverge from brand behavior. Subsequently, we employ Hunt-Vitell's General Theory of Marketing Ethics for an in-depth analysis of how consumer perceived ethically mediate the empowerment-relationship quality link. Through three experiments, we confirm the impact of consumer empowerment on retention intentions and the mediating role of relationship quality, also showcasing the negative influence of consumers' ethical perceptions on the empowerment-relationship quality dynamic. This study offers fresh insights into consumer behavior within live-streaming contexts and furnishes empirical evidence for retailers to boost trust and engagement.

THE EVOLVING STRATEGIES OF FASHION BRANDS TOWARDS CUSTOMER ENGAGEMENT

Customer engagement has been explored in organizational behavior as well as in advertising literature. Talking about customer engagement, when it comes to fashion retail and marketing, fragmented research has been seen on various aspects of customer engagement. This paper aims to bridge this gap by putting together the research done so far in both traditional and digital marketing in fashion. The paper also attempts to understand the path forward for brand interaction vis-à-vis customer. Driven by advancements in technology and shifting customer behavior, the fashion industry has undergone dramatic changes in the recent years. Marketing strategies have evolved taking clues from these changes in the retail environment. By examining the changing landscape of fashion brand customer engagement, this paper seeks to identify key trends with the goal of outlining a roadmap for further research.

Metaverse as a means for branding: a new approach to communication aesthetics

Digital technologies are changing the landscape of brands communication with consumers. The relevance of studying metaverses as a means communication is determined by the growing popularity of this digital media. The object of study of this article is metaverse, an important component of which is the new aesthetics in the formation of a dialogue between the brand and the consumer. The subject is forms and methods of aesthetic communication. The purpose of the article is to identify possible formats for the interaction of brands with metaverses that demonstrate unlimited possibilities in new aesthetics. The theoretical aspects of the research are represented as the methods of entry into metaverses. To analyze the empirical base, the author relies on a methodology that identifies different aspects in the aesthetics of brand communication through metaverses. The author’s research was carried out on the basis of the Medialogy media monitoring system and represents the data for two years: 60 communication campaigns reflected in 12,459 media texts of mass media and social media of different typological segments. Despite the lack of mass character in the promotion of such projects, the author believes that there is enormous potential in the format of interaction between brands and metaverses: the number of such campaigns is growing, they leave a ‘digital trace’, but do not always fit into the format of professional competitions or fall into focus of media attention. The author dwells in detail on the analysis of the case of the winner of “The Newsbreak – 2022” competition (Russia) and a random case of the Samsung brand, which is close in concept to the winner, but did not participate in the competition. The author demonstrates its potential for media coverage and social media. The results of the study show that brands’ interest in metaverses as a means for promotion will grow as it allows them to reveal brand aesthetics and create a new type of immersive relationship with audiences.

The Effect of Brand, Thickness, and Abutment Substrate on the Masking Ability of Monolithic Zirconia Ceramics

The goal of the present study was to determine the minimum thickness of monolithic zirconia required to achieve an acceptable masking ability and to examine how brand, thickness, and abutment substrate influenced that masking ability (∆E). Seventy-two A2-shade monolithic zirconia disc specimens in various thicknesses (1.0, 1.5, and 2.0 mm) were fabricated using three brands: Nacera® Pearl 1, DD cubeX2 and XTCERA TT. A spectrophotometer was used to determine the CIELab values of the specimens, which were placed on a D4-shade resin composite and white acrylic (control) substrates. The ∆E was calculated and compared with the acceptable (AT = 5.5) and perceptible (PT = 2.6) tolerance thresholds. Further investigation was conducted on 72-disc specimens from the monolithic zirconia brand with the best masking ability on D3-shade resin composite and semi-precious alloy. Using two-way ANOVA, the interaction of thickness, brand, and abutment substrate on ∆E was investigated. Nacera® Pearl 1 at 1.5 mm thickness was sufficient to achieve AT on a D4-shade resin composite substrate, whereas 2.0 mm of DD cubeX2 and XTCERA TT were required. Nacera® Pearl 1 further testing on two other substrates requires thicknesses of 1.5 mm and 1.0 mm, respectively. Only the Nacera® Pearl 1 group achieved PT on D3- and D4-shade resin composite (2.0 mm) and semi-precious alloy substrates (1.5 mm). Brand, thickness, and abutment substrate influenced the ∆E (p < 0.001). To achieve an acceptable masking ability, the minimum thickness of monolithic zirconia tested on D3- and D4-shade resin composite and semi-precious alloy should be around 1.5 mm to 2.0 mm.

Cluster social capital’s influence on regional public brands in specialty agriculture: a value co-creation perspective

PurposeThis study aims to explore the collaborative value creation process in the context of regional public brands within the specialty agricultural products domain. It examines the role of cluster social capital in facilitating stakeholder interactions and cooperation, thereby enhancing the value of these brands.Design/methodology/approachThe study adopts a value co-creation theoretical framework to construct a relational model that links cluster social capital, brand interaction, stakeholder perceived value, and the value of regional public brands. An empirical analysis is conducted using a sample of 404 valid responses to test this model and assess the influence of cluster social capital on brand value co-creation.FindingsThe findings reveal that cluster social capital significantly impacts stakeholder participation in value co-creation activities, thereby playing a crucial role in enhancing the value of regional public brands. The study also finds that brand interactions significantly affect stakeholder perceived value and the overall brand value, with perceived value acting as a partial mediator in these relationships.Originality/valueThis research contributes to the understanding of value co-creation in regional public brands, particularly in the agricultural sector. It provides new insights into how cluster social capital influences the value creation process, offering valuable implications for policymakers and practitioners working to develop and promote regional public brands in the specialty agricultural products market.

The Impact of Social Media and Key Opinion Influencers on Consumer Purchase Intentions in the Fashion Sector

In contemporary times, an extensive social network engulfs everyone in society due to the influence of the internet on our daily lives. These days, social media is not solely a platform for viewing and exchanging content, but it has also turned into a marketplace for purchasing and selling merchandise. Numerous customers explore, gain knowledge about, and make purchases of their preferred items on social media, while numerous brands and producers display, advertise, and sell their merchandise on these platforms. Online streaming purchases through social media platforms are gaining popularity among consumers worldwide. Social media is transforming how companies and brands engage with consumers, particularly millennials. In view of the escalating prevalence of this phenomenon, the present research seeks to explore the influence of content quality and brand interactions on consumer brand awareness and purchase intentions in social media. The research incorporates multiple theoretical and empirical sources from prior literatures on influencer marketing and demonstrates that consumers' brand attitudes and purchase intentions are positively influenced by their attitudes towards fashion influencers and comments on social media.

BRAND PERFORMANCE AND IMPACT OF SOCIAL MEDIA ENGAGEMENT ACTIVITIES

This research examines the correlation between users’ engagement with social media, their feedback mechanisms, and their overall satisfaction regarding the social media efficacy of three prominent brands: Myntra, Zomato, and BigBasket. A survey was administered to 44 participants, predominantly from urban locales, concentrating on their social media utilization patterns, brand interaction, and feedback mechanisms. The primary variables assessed encompassed the duration of social media usage, the platforms engaged, satisfaction with brand interaction, and the characteristics of feedback provided.The findings revealed that individuals categorized as moderate social media users (2-3 hours per day) demonstrated elevated levels of satisfaction with brand performance, with 61% indicating either satisfaction or neutral perspectives, whereas heavy users (4+ hours) tended to express neutrality or dissatisfaction more frequently. Zomato and Myntra emerged as the most engaged brands, with 64% of participants interacting with Zomato and 54% with Myntra, in stark contrast to a mere 2% engagement for BigBasket. Cross-tabulation analysis illustrated that positive feedback exhibited a robust correlation with increased satisfaction levels, as 58% of respondents providing feedback reported being either satisfied or very satisfied. Notably, neutral feedback or the absence of feedback was more prevalent among individuals with diminished satisfaction levels, thereby underscoring the significance of proactive consumer-brand interactions. This investigation concludes that moderate engagement with social media and constructive feedback play a crucial role in fostering a positive perception of brands, while excessive exposure does not necessarily enhance satisfaction. Hence, brands ought to prioritize responsiveness, tailor content to individual preferences, and capitalize on promotional strategies to sustain and elevate consumer satisfaction on social media platforms.

Coping mechanism beyond brand forgiveness: do individual personality traits matter among online shoppers?

PurposeThis study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer personality traits, in triggering brand-hate emotions. Additionally, the link between brand hate and brand forgiveness was also taken into account, as well as the moderating impact of personality attributes. The impact of brand forgiveness on consumer coping behavior was investigated, particularly for brand switching (flight) and negative word-of-mouth (NWOM) (fight) on Indian e-commerce shopping websites/apps.Design/methodology/approachUsing a structured questionnaire survey and a nonprobability purposive sampling approach, data were obtained from 438 online shoppers who had experienced hate directed at a particular shopping website or app. The hypotheses were tested statistically using partial least squares (PLS) structural equation modeling with SmartPLS 4 software.FindingsFirst, the findings demonstrate that agreeableness, extraversion and neuroticism significantly affected brand hate. Second, the results indicate that personality traits, particularly extraversion and conscientiousness from the Big-Five model, play a substantial role in moderating the relationship between brand hate and brand forgiveness. Third, the study also reveals the significance of brand forgiveness in mitigating the adverse consequences of NWOM and brand switching in the context of e-commerce platforms.Practical implicationsPractical steps such as complaint-management processes and prompt resolutions through an appropriate means of active interaction and understanding the consumer’s personality when their concerns are heard and handled can help brand managers earn customers’ forgiveness and reduce brand hate toward e-commerce websites/apps.Originality/valueBased on the authors’ understanding, this study is the initial one to incorporate brand hate, brand forgiveness and coping strategies into the model in a service context with the interaction effect of consumer personality traits.

Voice assistants and U.S. consumer behavior: A comprehensive review: investigating the role and influence of voice-activated technologies on shopping habits and brand loyalty

This study provides a comprehensive review of the influence of voice-activated technologies, particularly voice assistants, on consumer behavior and brand loyalty in the United States. The primary objective is to understand how these emerging technologies are reshaping shopping habits and the dynamics of brand-consumer interactions. The methodology encompasses a thorough analysis of peer-reviewed academic journals, industry reports, and case studies, supplemented by secondary sources such as market analyses and news articles. Key findings reveal that voice assistants have induced a significant paradigm shift in consumer behavior, characterized by changes in purchasing patterns, decision-making processes, and brand interactions. The convenience and personalized experience offered by these technologies have led to increased impulse buying and brand experimentation. However, this shift is accompanied by challenges in data privacy and security. The study also highlights the rapid evolution of voice-activated consumer engagement, with advancements in AI and machine learning enhancing personalization and efficiency. Strategically, the study recommends that brands and retailers invest in voice search optimization, develop secure data practices, and collaborate with technology developers to create engaging consumer experiences. The study concludes that while voice assistants present substantial opportunities for enhanced consumer engagement, they also pose challenges that require careful navigation, particularly in maintaining consumer trust and ethical standards. Future research directions include exploring the long-term effects of voice-activated shopping on consumer loyalty and the impact of demographic factors on the adoption of voice assistants. Keywords: Voice Assistants, Consumer Behavior, Brand Loyalty, Voice-Activated Technologies.

Augmented reality integration in Jordanian fast-food apps: Enhancing brand identity and customer interaction amidst digital transformation

This study looked at how adding augmented reality (AR) to Jordanian fast-food apps during the pandemic impacts brand identity, consumer views, and interactions. It wanted to see if AR strengthens brand connections or leads to brand dilution concerns in the industry. The research utilized a qualitative approach, employing semi-structured interviews with 52 marketing managers from diverse fast-food establishments across Jordan. The study highlighted how mobile apps, especially AR, changed brand interactions in Jordan’s fast-food market. They boosted convenience and engagement but raised worries about food quality and brand dilution due to heavy app use. It stressed the need to balance tech innovation, preserve brand identity, offer personalized experiences, understand user behavior, and tackle app development challenges for better brand loyalty. The research offers practical implications for stakeholders, recommending strategic AR integration, a user-centric approach, cultural sensitivity in tech adoption, and the preservation of emotional connections. It emphasizes the significance of maintaining a delicate balance between leveraging technological advancements and safeguarding the distinctiveness of individual brand identities within an increasingly app-centric landscape. This study uncovers AR’s influence in Jordan’s fast-food scene, highlighting its transformative power and possible drawbacks. It offers practical advice for industry players, guiding them on how to navigate the digital shift without compromising brand integrity or customer connections.