Humanizing Brands as Social Change in the Digital Age: How Anthropomorphism, Empathy, and Technological Empowerment Drive Hotel Brand Evangelism

This study examines how digital technologies are reshaping customer–brand relationships and contributing to social change in the hospitality sector by humanizing brands in the digital age. Drawing on Social Exchange Theory (SET), the research investigates how brand anthropomorphism—enabled and amplified through digital interfaces—fosters perceived empathy and customer engagement, ultimately driving hotel brand evangelism. Using survey data from 466 customers of five-star hotels in Egypt, the study employs PLS-SEM with WarpPLS v.8 to test the proposed framework. The findings demonstrate that brand anthropomorphism significantly enhances perceived empathy and customer engagement, with perceived empathy partially mediating the relationship between anthropomorphism and engagement. Customer engagement, in turn, partially mediates the effect of anthropomorphism on brand evangelism. Crucially, perceived technological empowerment strengthens both the impact of brand anthropomorphism on customer engagement and the influence of engagement on brand evangelism. These results highlight the pivotal role of digital technologies in transforming customer–brand exchanges from transactional interactions into socially embedded, trust-based relationships. By integrating emotional, relational, and technological dimensions, the study extends SET to digitally mediated service contexts and contributes to broader debates on technology-driven social change. Managerially, the findings offer guidance for hospitality organizations seeking to design empathetic, human-like, and technologically empowering service experiences that foster customer advocacy in the digital era. By conceptualizing brand evangelism as a form of digitally mediated social influence, this study advances understanding of how micro-level customer behaviors contribute to social change in contemporary hospitality service ecosystems.