Unveiling the Role of Artificial Intelligence: Navigating Personalized Content Marketing, Customer Engagement, and Commitment with Data Transparency and Security

Abstract

This empirical and quantitative study delves into the complex interplay between personalized content marketing, customer engagement, artificial intelligence (AI), data transparency, security, and customer commitment in the healthcare sector. With the proliferation of digital technologies, organizations are increasingly turning to personalized content marketing strategies to enhance customer engagement and foster long-term commitment. This study investigates how AI serves as a mediator between the relationship of personalized content marketing and customer engagement, ultimately impacting customer commitment. Additionally, the moderating role of data transparency and security is explored to understand their potential to reinforce the link between personalized content marketing and customer engagement. Drawing from a sample of 231 respondents within the healthcare sector, data was collected using a structured questionnaire. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS SEM) via Smart PLS 4.0, enabling a robust assessment of the hypothesized relationships. The findings of this study offer significant insights into the role of AI in mediating the link between personalized content marketing and customer engagement, thereby influencing customer commitment. The results demonstrate the moderating effect of data transparency and security, indicating their capacity to strengthen the connection between personalized content marketing and customer engagement. These findings hold implications for healthcare organizations seeking to optimize their marketing strategies in the digital age, fostering deeper engagement and commitment among their customer base.