Generative AI Marketing and Customer Citizenship Behavior: The Dual Mediation of Perceived Co-Creation Value and Trust in AI

In the context of Vietnam’s e-commerce sector increasingly adopting Generative AI (GenAI) in marketing, this study explores the mechanisms through which GenAI Marketing influences Customer Citizenship Behavior (CCB) via two mediating variables: Perceived Co-Creation Value (PCV) and Trust in AI (TAI). Survey data were collected from customers with frequent experience on e-commerce platforms and analyzed using SEM with SPSS and AMOS. The results show that all hypotheses were supported with statistical significance. Specifically, Co-Creativity Support and Algorithmic Transparency exert the strongest effects on PCV, while Interactivity and Personalization have more prominent impacts on TAI. PCV positively affects both TAI and CCB, whereas TAI is identified as the most influential factor driving CCB. Importantly, mediation analysis confirms that both PCV and TAI act as pathways linking GenAI Marketing to CCB, but TAI emerges as the more prominent mediator with stronger and more consistent effects. This finding highlights that, in Vietnam’s market context, trust in AI is a prerequisite for customers to move from GenAI experiences to citizenship behaviors. The study contributes to theory by extending Social Exchange Theory, Value Co-Creation Theory, and Trust Theory in the generative AI context, while also offering practical implications: businesses should focus on fostering trust in AI through algorithmic transparency, data security, and co-creation support in order to promote customer citizenship behavior.