Exploring the Impact of Content Marketing and Customer Engagement on Brand Loyalty in Chinese Pu’er Tea Brands: The Moderating Role of Chatbots

Abstract

In the era of digital communication, user-generated media platforms have reshaped the way brands interact with consumers, especially in niche sectors like the Chinese Pu'er tea industry. The rise of short video apps such as Douyin and the widespread use of livestreaming have not only created alternative sales channels but also established more direct and interactive communication pathways between brands and customers. While these changes bring new opportunities, they also pose challenges—particularly as artificial intelligence technologies, including chatbots, increasingly mediate brand-consumer communication. This research aims to fill the knowledge gap regarding the effects of content marketing and customer engagement on brand loyalty within the Chinese Pu'er tea industry. Grounded in the Uses and Gratifications (U&G) theory from communication studies, the study proposes a conceptual model to examine the drivers of consumer interaction with brand content, especially on We Media platforms. It further incorporates the role of AI-driven chatbots as a moderating factor in these interactions. By integrating international perspectives and adapting them to the Chinese market environment, this paper seeks to clarify the mechanisms through which digital engagement and AI applications contribute to consumer loyalty in traditional cultural industries.