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

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Bingöl Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
Cilt: 9 Sayı: 2
The Effect of Voice-Based Artificial Intelligence Applications on Brand Loyalty: Siri’s Example

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

Authors : Yakup Durmaz, Mert Aktaş, Sinan Çavuşoğlu

Pages : 204-220

Doi:10.33399/biibfad.1622201

View : 90 | Download : 115

Publication Date : 2025-12-29

Article Type : Research Paper

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.
Keywords : Yapay zeka, Marka sadakati, Marka güveni, Siri

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