Evaluating the Link Between Artificial Intelligence and Psychological Dimensions in Digital Marketing: Analyzing the Effects of Artificial Intelligence, Materialism, and Self-Esteem on Word-of-Mouth Advertising.

Subject Areas :

Fateme Jabbari ¹ , majid ahmadi ²

1 -
2 - Assistant Professor

Received: 2025-07-25 Accepted : 2025-10-01 Published : 2025-10-14

Keywords: Artificial intelligence, Digital marketing, psychological dimensions, Materialism, Self-esteem, Word-of-mouth advertising.,

Abstract :

The purpose of this article is to investigate the role of artificial intelligence capabilities, materialism, and self-esteem on word-of-mouth advertising, considering the mediating role of brand addiction among customers of Kourosh online stores in Tehran. The research method is applied in terms of purpose and descriptive–survey in terms of methodology. The statistical population consists of all customers of Kourosh online stores in Tehran, and due to the unlimited population size, the sample size was determined as 384 individuals based on Cochran’s formula for infinite populations. A simple random sampling method was applied to select the participants. Standardized questionnaires were used for data collection, including artificial intelligence capabilities (Venkatesh et al., 2023), materialism (Li & Ahn, 2022), self-esteem (Alik, 2022), brand addiction (Horwitz et al., 2021), and word-of-mouth (Smagliova et al., 2022). Data analysis was conducted using structural equation modeling and factor analysis with Amos software. The findings revealed that brand addiction mediates the effect of artificial intelligence capabilities, materialism, and self-esteem on word-of-mouth advertising. The results also indicated that all causal paths from independent variables to brand addiction are positive and significant. Accordingly, integrating technological and psychological dimensions can provide an effective strategy for strengthening digital marketing.

References:

1. آزاد، ناصر، سلیمانی، محمدحسین، و صدیقی، ستاره. (1401). تأثیر اعتماد و ارزش ادراک‌شده بر نیت مشتری و همچنین دلایل و تجربه مشتری در هوش مصنوعی. کنفرانس ملی مدیریت، روان‌شناسی و علوم رفتاری. بازیابی‌شده از https://sid.ir/paper/902041/fa
2. عطف، زهرا، طاهری‌کیا، فریز، و حیدرزاده‌هنزایی، کامبیز. 1403. طراحی مدل ارزش‌آفرینی درگیری برند از طریق تلفیق فناوری بازی‌انگاری و هوش مصنوعی توضیح‌پذیر. فصلنامه ارزش‌آفرینی در مدیریت کسب‌وکار، 4(3)، 340-365.
3. کاظمی سراسکانرود، زهرا و صفری، محمد،(1402)،طراحی الگوی فرآیند بازاریابی مبتنی بر هوش مصنوعی: کاربست راهبرد مرور نظام مند،بررسی های بازرگانی،21(123)، 126-109.
4. کریمی، اکرم؛ دارابی، رویا؛ پورفخاران، محمدرضا؛ مقدم، حسین (1401). پیشبینی رتبهبندی کیفیت اطلاعات با رویکرد تحلیل عاملی و هوش مصنوعی. پژوهشهای حسابداری مالی و حسابرسی،14(2)، 139-101.
5. کریمی، رحیم. (1402).تحلیلی بر نقش سیستم‌های مبتنی بر هوش مصنوعی بر رضایت مشتری و اعتماد به برند در صنعت بیمه. اولین کنفرانس بین‌المللی مهندسی برق، کامپیوتر، مکانیک و تکنولوژی‌های نوین مرتبط با هوش مصنوعی، مشهد. بازیابی‌شده از https://civilica.com/doc/1881813
6. لندران اصفهانی، سعید، جابرزاده انصاری، علی، اسفند (1402). . تاثیر هوش مصنوعی بروی برند و تحلیل رفتار مشتری و مدیریت بازاریابی . مدیریت مالی و بازرگانی، 1(4) ،. 30-38
7. محفوظ‌پور، فوزیه، صالح‌زاده، رضا، و اسماعیلی، علی. (1403). بررسی تأثیر تعامل با دستیار صوتی هوشمند و ریسک درک‌شده و اصالت برند بر وفاداری برند: نقش میانجی اعتماد. مدیریت تبلیغات و فروش، 5(1)، 121-147.
8. مریداحمدی، زهرا؛ حاجیها، زهره (1400). نقش هوش مصنوعی در تحقق اهداف حسابداری صورتهای مالی: پیامدها و راهکارها. فصلنامه چشمانداز حسابداری و مدیریت،4(54)،137-125.
9. Aduloju, Kunle, Olowokudejo Folake, and Obalola Musa. 2014. Information technology and customer service performance among insurance companies in Nigeria. European Journal of Business and Management 6: 80–87.
10. Agbemabiese, G. C., Nyamekye, M. B., Andoh, J. A. S., & Husseini, M. M. (2024). Do AI-Based Voice Assistants Influence Brand Continuous Usage? The Mediating Role of AI-Driven Customer Experience. Journal of Applied Business and Economics, 26(2). https://doi.org/10.33423/jabe.v26i2.6973
11. Anabila, P. (2021). Connecting the vital link nodes to superior value creation in private health-care marketing in Ghana: a relationship marketing paradigm. International Journal of Pharmaceutical Healthcare Marketing, 15(1), 155-172.
12. Gündüzyeli, B. (2024). Artificial Intelligence in Digital Marketing Within the Framework of Sustainable Management. Sustainability, 16(23), 10511.
13. Hollebeek, L. D., Menidjel, C., Sarstedt, M., Jansson, J., & Urbonavicius, S. (2024). Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research. Psychology & Marketing, 41(4), 880–898. https://doi.org/10.1002/mar.21957
14. Horváth, C., & Van Birgelen, M. (2021). The role of brands in the behavior and purchase decisions of compulsive buyers. Journal of Business Research, 132, 591-602.
15. Kaplan, A, Haenlein. M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of Artificial Intelligence. Business Horizons 62: 15–25.
16. Lee, C. S., & Tajudeen, F. P. (2020). Usage and Impact of Artificial Intelligence on Accounting: 213 Evidence from Malaysian Organisations. Asian Journal of Business and Accounting, 13, 213-240.
17. Lin, K., Du, W., Yang, S., Liu, C., & Na, S. (2023). The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement. Sustainability, 15(8), 6424. https://doi.org/10.3390/su15086424
18. Ismagilova, E., Slade, E.L., Rana, N.P., & Dwivedi, Y.K. (2022). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Journal of Retailing and Consumer Services, 64.
19. Martinez, R. (2019). Artificial Intelligence: Distinguishing between Types & Definitions. Nevada Law Journal, 19, Article 9.
20. Mobil, S.S., Kasuma, J., Adenan, M.A., Mejri, N. and Rajan, R. (2019),“Influence of perceived quality and self-esteem on women’s purchase intention: luxury makeup brands”, Journal of International Business, Economics and Entrepreneurship (JIBE),4(2), 73-79.
21. Peng, Y., Wang, Y., Li, J., & Yang, Q. (2024). Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement—Empirical Evidence from China. Journal of Theoretical and Applied Electronic Commerce Research, 19(2), 1580-1598. https://doi.org/10.3390/jtaer19020077
22. Phalalert, D. (2024). The Influence of Artificial Intelligence Technology in Automotive and Consumer Brand Engagement on E-Word-of-Mouth. Journal for Strategy and Enterprise Competitiveness, 3(7), 35–53. retrieved from https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/3980
23. Simay, A.E., Wei, Y., Gyulavári, T., Syahrivar, J., Gaczek, P. and Hofmeister-Tóth, Á. (2023), "The e-WOM intention of artificial intelligence (AI) color cosmetics among Chinese social media influencers", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 7, pp. 1569-1598. https://doi.org/10.1108/APJML-04-2022-0352
24. Venkatesh, V., Rai, A., & Maruping, L. M. (2023). Human–machine interaction and AI competencies: The development of a scale. Information Systems Research, 34 (1), 1-22.
25. Vito Tassiello, Cesare Amatulli, Jack S. Tillotson & Benjamin Laker (13May 2024): aiWOM: Artificial Intelligence Word-of-Mouth. Conceptualizing Consumer-to-AI Communication, InternationalJournal of Human–Computer Interaction,
26. Wei Zhang & Linhui Sun & Xinping Wang & Anbo Wu, 2022. "The influence of AI word‐of‐mouth system on consumers' purchase behaviour: The mediating effect of risk perception," Systems Research and Behavioral Science, Wiley Blackwell, vol. 39(3), pages 516-530, May.
27. Weiss, L., & Johar, G. V. (2016). Products as self-evaluation standards: When owned and unowned products have opposite effects on self-judgment. Journal of Consumer Research, 42(6), 915–930.
28. Widyastuti, S., Said, M., Siswono, S., Firmansyah, D.A. 2019. Customer Trust through Green Corporate Image, Green Marketing Strategy, and Social Responsibility: A Case Study. European Research Studies Journal, 22(2), 83-99.