Mechanisms of AI-Empowered Social Media in Fostering Sustainable Consumer–Brand Relationships Among Generation Z

As digital transformation accelerates, artificial intelligence (AI) has become a central driver of social media ecosystems. Drawing on Uses and Gratifications Theory (UGT) and Consumer–Brand Relationship Theory, this study employs a quantitative research design based on questionnaire data and Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine how AI-empowered social media functionalities influence the sustainability of consumer–brand relationships among Generation Z. The analysis incorporates key constructs, including AI-empowered functionalities, user engagement behaviors (information seeking, social interaction, and content co-creation), flow experience, user satisfaction, brand loyalty, and brand value co-creation. The results indicate that AI-empowered social media applications significantly enhance user engagement behaviors. However, user engagement does not directly affect consumer–brand relationship outcomes; instead, its influence operates indirectly through flow experience and user satisfaction. Notably, flow experience emerges as a critical mediating mechanism linking AI-empowered user engagement to both brand loyalty and brand value co-creation. This research provides empirical evidence for the development of sustainable consumer–brand relationships in AI-empowered social media environments and offers practical insights for fashion brands to optimize their social media strategies when targeting Generation Z users.