Enhancing Parasocial Brand Experience and Brand Equity: Unleashing the Advantages of <scp>ChatGPT</scp> Service

ABSTRACT This study proposes a comprehensive framework with which to examine the relationships between ChatGPT service, parasocial brand experience, and brand equity, and the moderating effect of consumer innovativeness in technology. A structured web‐based survey was administered to 210 respondents who were experienced in understanding and using AI‐based technology during April–July 2023. Structural equation modeling was employed to examine the hypothesized relationships between variables. The findings show that the advantages of ChatGPT service positively affect parasocial brand experience, and the parasocial brand experience positively affects brand equity. Parasocial brand experience mediates the relationships between ChatGPT service advantages and brand equity. Consumer innovativeness in technology acts as a moderator on the relationships proposed in this research model. Given that there is little relevant research on ChatGPT marketing from a parasocial brand experience perspective, this study expands the understanding of the use of ChatGPT tools in brand marketing, and provides theoretical and practical insights for marketing academics and practitioners.