Exploring The Role of Chatbot Attributes in Shaping Customer-Brand Relationships in Ai-Powered Marketing.

Abstract

The rapid adoption of Artificial Intelligence (AI) in marketing has positioned chatbots as central tools for customer engagement, yet little is known about how consumers in emerging markets interpret their attributes and how these interpretations shape customer-brand relationships. This study examines how Ghanaian consumers experience key chatbot attributes responsiveness, emotional tone, human-likeness, and perceived service quality and how these influence trust, satisfaction, and emotional connection. Guided by a constructivist paradigm and qualitative exploratory design, semi-structured interviews were conducted with fifteen (15) consumers across the banking, telecommunications, and e-commerce sectors. Thematic analysis revealed that chatbot attributes function as relational cues rather than purely technical features. While responsiveness was appreciated, speed without contextual relevance increased frustration. Emotional tone strongly shaped user perceptions, with empathetic wording enhancing comfort and mechanical language diminishing trust. Moderate human-likeness improved interactional ease, but excessive anthropomorphism raised concerns about transparency and authenticity. Cultural expectations particularly politeness, respect, and conversational warmth significantly mediated user interpretations. The study extends CASA and Customer-Brand Relationship theory by demonstrating their cultural variability in Sub-Saharan African contexts. Practically, it highlights the need for culturally adaptable, emotionally intelligent chatbot designs. The research offers theoretical, practical, and policy insights for advancing ethical and context-sensitive AI adoption in Ghana’s digital marketing landscape.