The mediating role of five factors personality traits in the impact of artificial intelligence marketing on consumer-based brand equity: An application on cell phone users

Four industrial revolutions have passed from the past to the present, and the fifth industrial revolution can be predicted at the moment. Industrial revolutions have affected marketing as well as every field. Artificial intelligence, which is the main theme of the fourth industrial revolution, has led to changes in different fields. In this research, the question of whether there is a mediating role of five-factor personality traits in the effect of the use of chatbot, which is an artificial intelligence tool, in marketing on consumer-based brand value is sought to be answered. For this purpose, a questionnaire form was delivered to individuals who shop online with chatbot on mobile phone users in Turkey. After collecting the data, various conformity analyses such as reliability, validity, normality were performed on the data. It was decided to perform parametric tests for the hypotheses. Mediation analysis was determined by process analysis in spss 25 package programme. In addition to the research, the mediation analysis of the sub-factors of the Five-Factor Personality Traits was examined. Thus, it was tried to determine to what extent people's personalities have a mediating effect between artificial intelligence and brand value. As a result of the analyses, it was found that five-factor personality traits have a partial mediating effect on consumer-based brand equity against chatbot, which is an artificial intelligence tool. The result of the research has both daily and theoretical significance.