| Abstract [eng] |
ENGLISH SUMMARY This paper will address the role that hyper-personalization through generative AI plays in the creation of digital brands, as well as explain how trust, authenticity, and perceived risk of privacy can be used to explain this connection. As brands are beginning to place greater emphasis on AI to deliver personalized digital experiences to consumers, it is important to understand how consumers perceive such interactions to design strong and long-term brand relationships. The research adopted a quantitative cross-sectional design using a structured online survey to collect data from 200 digital consumers in Lithuania and Nigeria. Measurement scales were supported through pilot testing, the use of established instruments, internal consistency testing using Cronbach’s alpha, and construct checks using Exploratory Factor Analysis (EFA) in SPSS. Descriptive statistics, correlation analysis, multiple regression and mediation analysis were performed using Hayes PROCESS Macro (Model 4). The findings show that trust as well as authenticity play a positive role in the digital brand-building process, while perceived risk of privacy significantly influences consumer reaction to the application of AI for personalization. In general, the research finding is that hyper-personalization developed by generative AI can be used to enhance digital brand building in situations where the personalization is seen as authentic, believable, and conscious of consumer privacy. To practitioners, the findings demonstrate the roles of responsible use of data and authentic communication towards sustainable digital brand relations. |
