AI Driven Personalization and Its Influence on Sustainable Brand Relationships mediated by Eco Conscious Consumer Engagement in Jordan

This research paper addresses the contribution of AI-induced personalization to the formation of sustainable brand relationship (SBR) in Jordan, focusing on the mediating influence of eco-conscious consumer engagement (E-CCE). The paper has integrated a “structural equation modelling” (SEM) design accompanied by a sample size of 345 individuals that assisted to examine four key predictors, including “AI-based customer interaction” (AI-BCI), “AI-based behavioural segmentation” (AI-BBS), “purchase experience” (PE) and “AI-enabled personalized advertising” (AI-EPA). The results have indicated robust positive impacts of AI-BCI, AI-BBS, and PE on SBR and E-CCE and the significant yet weak values of AI-EPA upon SBR. Remarkably, E-CCE has been the best predictor for SBR, which mediated the effects of purchase experience and AI-based personalization on sustainable brand performance. The model has been tailored to be rigorous, as it explained 87.9 percent of SBR and 49.7 percent of E-CCE variance. The results have complimented to the evolving scholarship on the concern of AI-infused marketing that confirmed, sustainable customer-brand interaction to be relied on the notion of eco-consciousness being the mainstream avenue, in which the AI personalization can evoke sustainable customer-brand relationships. The study has offered practical implications for Jordanian businesses to strategically consolidate AI technologies in regard to make it personal, and contribute to brand loyalty and sustainability goals.