Unveiling the Authenticity Concept for Service Evaluation: The Role of AI Chatbot and Temporary State of Skepticism

Abstract

This study explores how authenticity in brand messaging and influencer endorsements impacts consumer behavior, particularly in the context of skincare products sold online. By analyzing data from users of cosmetic brand, the research investigates the relationship between authenticity, influencer-brand congruence, chatbot accessibility, and repatronage intention using quantitative methods. The findings suggest that maintaining authenticity in brand messaging and ensuring alignment with influencer endorsements positively affects consumer repatronage intention. Additionally, incorporating chatbot technology into customer service evaluation is beneficial, though temporary skepticism can influence its effectiveness. The study highlights the importance of these factors for marketers aiming to enhance brand-consumer interactions and offers practical recommendations for utilizing social media endorsement techniques effectively in digital marketing. Future research could further explore additional moderators and factors influencing consumer behavior in this domain.  

Key Words: Authenticity dilemma, endorse, Organic Traveler, Chabot’s, influencer-brand congruence, temporary state of skepticism, repatronage intention, endorsement techniques.