Abstract:
In today’s rapidly evolving digital landscape, businesses increasingly seek innovative tools to enhance customer interaction and engagement. Among these tools, artificial intelligence (AI)-powered chatbots have emerged as a pivotal technology, particularly within social media environments where consumers actively engage with brands (Zafar et al., 2025; Alsadoun & Alnasser, 2025). AI chatbots are designed to provide timely responses, offer continuous support, and deliver personalized recommendations, thereby improving both customer satisfaction and brand loyalty (Lee et al., 2021; Hu et al., 2018). This study aims to systematically examine the effectiveness of AI chatbots in fostering meaningful customer engagement on social media platforms. Specifically, it investigates whether these chatbots can influence critical outcomes such as customer satisfaction, loyalty, and purchase intentions within the context of Pakistan’s growing e-commerce sector. By exploring these relationships, the research contributes to a deeper understanding of how AI technologies are reshaping consumer–brand interactions in digital commerce.
