Water conservation campaigns reimagined: The moderating influence of generative artificial intelligence on brand storytelling

Abstract

The global water scarcity crisis remains a pressing challenge that requires not only technical interventions but also widespread behavioral changes. Effective communication strategies, such as brand storytelling, have gained prominence for their ability to emotionally and cognitively engage audiences in sustainability efforts. Simultaneously, Generative Artificial Intelligence (GenAI) is transforming digital communication by enabling businesses to craft personalized and scalable narratives. This evolving landscape opens new opportunities to enhance consumer engagement in environmental initiatives. This study aims to investigate the impact of brand storytelling on consumer engagement in water conservation programs, with a specific focus on the moderating role of GenAI in this relationship. It seeks to compare consumer responses to traditional brand storytelling versus GenAI-enhanced narratives in terms of engagement, emotional involvement, perceived authenticity, and behavioral intent. Primary data were collected through an online survey comprising structured Likert-scale questions, administered via online forms. Participants were equally divided between the two advertisement groups. Data analysis employed independent samples t-tests, moderation analysis using Hayes' PROCESS macro, and reliability testing through Cronbach's Alpha. Descriptive statistics supported the analytical framework. Preliminary expectations suggest that GenAI-enhanced storytelling will significantly outperform traditional methods, leading to higher levels of customer engagement, emotional connection, perceived authenticity, and intent to participate in water conservation behaviors. The research adheres to all ethical standards, including informed consent and participant anonymity. This study contributes to understanding the synergistic potential of brand storytelling and AI-driven personalization in promoting digital marketing effectiveness and environmental communication. The findings are expected to inform lawmakers, environmental organizations, and marketers in designing more impactful sustainability campaigns and fostering greater public participation in conservation initiatives through digital technologies.