Determinants of Mobile Service Users' Repurchase Intentions in Africa: Understanding the Direct and Mediating Role of <scp>AI</scp> Marketing, Digital Interactions, Brand Experience and Preference

ABSTRACT This study investigates the impact of artificial intelligence mobile service marketing (AI ME), digital marketing interactions (DMI), brand experience (BE) and brand preference (BP) on mobile service users' repurchase intentions (RPI) within the framework of SOR theory. The study also examines the mediating role of DMI, BE and BP between AI ME and RPI. Questionnaires collected from 204 respondents in Africa were analyzed using SmartPLS4 and SPSS‐26 statistical software packages. The findings show that AIME, BP and DMI have significant effects on mobile service users' RPI. Furthermore, the study reveals that AI ME influences mobile service customers' BE, BP and DMI. The study also reveals the mediating role of BP between AI ME and RPI. These findings have important implications for mobile service providers and marketers to improve the effectiveness of customer‐brand interactions and enhance customer satisfaction and repurchase intentions in the mobile service industry.