The Marketing Communication Automation: Their Impact on Brand Equity Through Consumer Experience: A Case Study of Gen Z Consumers

As digital natives, Gen Z consumers are highly familiar with automated communication marketing tools such as chatbots, email automation, interactive voice response (IVR), and personalized advertisements. This study examines the impact of marketing communication automation on brand equity through the lens of consumer experience, focusing on Generation Z (Gen Z) consumers in Thailand. Using a quantitative research approach, data were collected from 432 Gen Z respondents aged 18–28 through an online questionnaire. Structural Equation Modeling (SEM) was employed to analyze the relationships between marketing communication automation, consumer experience, and brand equity. The results indicate that the proposed model demonstrates a good fit with the empirical data (Chi-square = 25.744, p = .421, Chi-square/df = 1.030, GFI = .932, AGFI = .877, RMSEA = .020). The findings reveal that marketing communication automation has a significant positive effect on consumer experience, which in turn significantly enhances brand equity, confirming the mediating role of consumer experience. The findings provide empirical support suggesting that, within the Thai context, the integration of marketing communication automation could be a relevant strategic consideration for businesses targeting Gen Z consumers.