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EMAC 2022 Annual

Effects of authenticity on customer retention of AI-powered branded app: A conceptual paper

Published: May 24, 2022


Diem-Trang Vo, RMIT University Vietnam; Long Nguyen, RMIT University Vietnam; Duy Dang-Pham, RMIT University Vietnam; Ai-Phuong Hoang, RMIT University Vietnam


Branded apps, especially with AI integration, have been used to build customer-brand relationships, showcase service promotions, and collect data from consumer interaction. However, the high rate of branded app abandonment after the short use is one of the concerns of marketing professionals. Previous studies have mainly explored the customer retention of this app through its social, hedonic and utilitarian benefits. Drawing on the traditional marketing notion of authenticity, this paper proposes the new concept of AI-powered branded app's authenticity, its drivers, and outcomes. This research contributes to the U&G theory, current knowledge of authenticity, AI-powered branded app and customer retention literature. From a practical perspective, examining authenticity in the age of AI is particularly timely, as this information may help brand managers effectively develop a branded app that positively engages customers.