The Impact of Artificial Intelligence and Consumer Behavior Interaction on Corporate Brand Management and Marketing Strategies

Abstract

The behavioral interaction between artificial intelligence and consumers can bring consumers multifaceted experiences, which are of great value for enterprises to improve brand management and adjust and optimize market strategies. In this paper, we construct a gray multiple linear regression model by combining the classical multiple linear regression model and gray system theory. Taking consumers as the research object, we design a questionnaire and carry out the reliability test to obtain the data related to the experience brought by behavioral interaction with consumers and the brand management and marketing strategy of enterprises. Finally, this paper takes AI and consumer behavioral interaction as the independent variable and corporate brand management and marketing strategy as the dependent variable. It carries out regression analysis to explore the influence of the independent variable on the dependent variable. The results show that: corporate brand management = 1.879 + 0.317*sensory experience + 0.283*emotional experience + 0.168*thinking experience + 0.221*personalized experience − 0.187*privacy concerns, and corporate market strategy = 1.943 + 0.285*sensory experience + 0.266*emotional experience + 0.191*thinking experience + 0.307*personalized Experience + 0.144*Privacy Concerns. The research results of this paper are of strategic significance to help enterprises understand the significance of the interaction between AI and consumer behavior, use AI to understand consumer groups, maintain good brand management, and adjust market strategies in a timely manner.

Keywords

• multiple linear regression
• gray system theory
• questionnaire survey
• reliability and validity test
• regression analysis
• 97p10