Chatbot marketing efforts in the era of artificial intelligence: The moderating role of individualism

Purpose This study investigates the indirect effects of individualism (INDIV) on the effectiveness of chatbot marketing efforts on predicting customer equity drivers (CEDs), meaning relationship equity (REQ), brand equity (BEQ) and value equity (VEQ) and, ultimately, brand satisfaction (BSAT) for global brands. Based on these insights, the study introduces digital marketing strategies that leverage artificial intelligence (AI)-driven initiatives customized for diverse cultural contexts. Design/methodology/approach An intercept survey was conducted involving randomly selected participants from diverse cultural backgrounds at Athens International Airport and busy retail locations in Athens, Greece. A total of 506 chatbot users participated between April and September 2024. Responses were coded and analyzed via structural equation modeling to test the proposed relationships. Findings INDIV moderates the effects of customization and anthropomorphism (ANTH) on REQ, BEQ and VEQ. For collectivists, personalized, human-like chatbot interactions enhance REQ by signaling that a global brand respects its social identity, fostering a sense of belonging. However, for individualists, customization boosts BEQ more effectively, while the impact of ANTH on BEQ weakens. Additionally, INDIV strengthens the link between problem-solving, VEQ and BEQ. Individualistic consumers value efficient, problem-solving chatbots, which enhance VEQ by addressing functional needs and improving BEQ through associations with innovation and competence. Thus, the effectiveness of chatbot efforts on digital marketing strategies varies significantly by cultural orientation. Practical implications International marketers and scholars can utilize the insights from this study to determine the most effective ways to modify artificial intelligence initiatives. This can enhance the efficiency of chatbot marketing efforts and, subsequently, the digital marketing strategies employed in both local and global contexts while considering the cultural differences arising from diverse levels of INDIV. Originality/value The study reveals how INDIV moderates the impact of chatbot marketing efforts on CEDs and BSAT. It unveils a multitude of responses of individualistic and collectivistic customers to chatbot traits that include customization, ANTH and problem-solving. This research results in a deeper understanding of adapting AI-driven strategies to diverse cultural contexts necessary for the development of global brands. This area has not been extensively explored in existing international marketing literature.