Factors affecting customer engagement and brand loyalty in Vietnam FMCG: the moderation of artificial intelligence

This study was conducted to investigate factors affecting Vietnamese customer engagement, the effect of customer engagement on brand loyalty in the Fast‑Moving Consumer Goods (FMCG) industry, and the moderating role of artificial intelligence (AI). A 416 valid sample was used in this study to assess the influence of self‑congruity, social influence, economic benefits, information seeking, brand warmth, brand activism, social media marketing, brand attachment on customer engagement, then the impact of customer engagement on brand loyalty, and how AI experience moderates the correlation between customer engagement and brand loyalty. For the multivariate regression test, there were 8 factors positively affecting customer engagement. Self‑congruity, Social media marketing, Brand warmth, Social influence, Economic benefit, and Brand attachment all positively influence Social Customer engagement. The findings of this study have provided a fresh perspective, assisting managers in their efforts to promote customer engagement and brand loyalty. Moreover, study also suggests several new and innovative applications of AI in customer engagement on social media platforms. In this study, AI experience is investigated to enhance the effect of social customer engagement on brand loyalty in the Vietnam FMCG industry.