Smart Co-creation Strategy Using Artificial Intelligence: Analyzing the Impact of Brand Authenticity on Customer Experience, Arousal, and Electronic Word-of-Mouth Advertising in the Gold Industry

Shirmohammadi, Yazdan; Hassani, Saeid

doi:10.87453/bumara.2026.37601.9108

Smart Co-creation Strategy Using Artificial Intelligence: Analyzing the Impact of Brand Authenticity on Customer Experience, Arousal, and Electronic Word-of-Mouth Advertising in the Gold Industry"

Document Type : Original Article

Authors

Yazdan Shirmohammadi ¹

Saeid Hassani ²

¹ Associate Professor, Department of Business Management, Payame Noor University, Tehran, Iran,

² MSc, Payam Noor University, Tehran, Iran.

10.87453/bumara.2026.37601.9108

Abstract

In today's competitive landscape, authentic brands in the gold industry stand as symbols of cultural, economic, and artistic values, holding a unique position. This research aims to investigate the impact of brand authenticity on customer experience, customer engagement, and electronic word-of-mouth (eWOM) advertising within the gold industry, focusing specifically on the Sepahan Gold brand in Tehran. This study employs an intelligent co-creation strategy utilizing artificial intelligence (AI) as a novel framework for analyzing the relationships between variables. The sampling method was convenience sampling, with a statistical sample size of 384 participants. Data were analyzed using SPSS and Amos software, and structural equation modeling was used to determine the causal relationships between variables. The findings revealed that brand authenticity significantly contributes to enhancing originality, purity, and customer engagement. Furthermore, brand authenticity, through enhanced engagement, improves the customer brand experience and, via the brand experience, increases customer brand attachment. Additionally, customer brand attachment mediates the relationship between brand experience and eWOM advertising. This research, by providing an intelligent framework for co-creation strategy in the gold industry, contributes to a better understanding of the impact of brand authenticity on key marketing and advertising variables. It also highlights the importance of artistic style and the use of innovative approaches in the gold industry.

Keywords

Smart matchmaking strategy

brand authenticity

customer experience

customer engagement

electronic word-of-mouth advertising

Subjects