Talk to engage: The influence of smartphone voice assistants on consumers’ brand engagement

This study aims to investigate how smartphone voice assistants (SVAs) impact brand engagement among Malaysian university students, who are leading in digital consumption trends. The study aims to investigate how brand characteristics such as appeal, attachment, perceived utility, and usability impact consumer behaviour by utilising Brand Identity and Technology Acceptance models. Analysed using structural equation modelling (SEM) in AMOS, data from 500 students experienced with voice assistants was collected through a survey. The results show strong connections in all studied relationships, emphasising the crucial importance of various brand attributes in promoting engagement. Usability and perceived utility are essential factors, indicating that businesses should focus on creating products that are both functional and user-friendly. The study provides distinctive perspectives on improving student engagement and brand partnerships in a competitive environment. It highlights the necessity for more research to help voice assistant professionals and academics enhance consumer-brand connections, especially among the digitally adept youth population in Malaysia.