ISSN: 2222-6990
Open access
This study provides a systematic literature review of research on content marketing, customer engagement, brand loyalty, and the emerging role of AI-enabled chatbots in digital marketing communication. Drawing on uses and gratifications (U&G) theory, this paper synthesizes fragmented literature and develops an integrated conceptual framework explaining how content marketing influences customer engagement and brand loyalty in AI-mediated environments. The study identifies key research gaps, including the limited application of U&G theory to chatbot interactions and the lack of integrated models incorporating AI-driven communication technologies. A conceptual framework is proposed in which customer engagement acts as a central mechanism linking content marketing and brand loyalty, while chatbots function as both mediators and moderators of this relationship. The study contributes to theory by extending U&G into AI-enabled communication contexts and offering a unified perspective on digital consumer engagement.
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