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The Effect of Voice-Based Artificial Intelligence Applications on Brand Loyalty: Siri’s Example

Author

Listed:
  • Yakup Durmaz

    (Kilis 7 Aralık University)

  • Mert Aktaş

    (Bingöl University)

  • Sinan Çavuşoğlu

    (Bingöl University)

Abstract

This research explores the impact of voice-based artificial intelligence applications on brand loyalty. Recent advancements in artificial intelligence (AI) have led to its widespread adoption across various domains, including marketing, thereby generating increasing interest in its effects This study examines the role of AI in marketing, specifically focusing on how voice-based AI applications influence brand loyalty. Although multiple voice-based AI applications exist, this study focuses on Siri, Apple's iPhone assistant, due to its increasing usage and ranking among the top 10 well-known AI tools. The research utilizes Smart PLS 4 for data analysis. The findings reveal that trust, interaction, and innovation have a positive and significant effect on brand loyalty, whereas perceived risk has no significant effect on brand loyalty.

Suggested Citation

  • Yakup Durmaz & Mert Aktaş & Sinan Çavuşoğlu, 2025. "The Effect of Voice-Based Artificial Intelligence Applications on Brand Loyalty: Siri’s Example," Bingol University Journal of Economics and Administrative Sciences, Bingol University, Faculty of Economics and Administrative Sciences, vol. 9(2), pages 204-2020, December.
    • Handle: RePEc:bgo:journl:v:9:y:2025:i:2:p:204-2020
    DOI: 10.33399/biibfad.1622201
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    References listed on IDEAS

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    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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