https://irjssh.com/index.php/irjssh <p>International Research Journal of Social Sciences and Humanities (IRJSSH) is a peer reviewed International scholarly journal published by Al-Zouq Educational Research Centre. It is dedicated to scholarly study of all aspects of Social Sciences and Humanities. Objectives of IRJSSH are to provide a platform for researchers, academicians, and practitioners to share their research findings and innovative ideas in the field of Social Sciences and Humanities.It is to facilitate communication and collaboration among researchers and practitioners in different regions and disciplines to publish high quality, original, and innovative research papers that contribute to the advancement of knowledge which further affect the overall development of peace in the society.The main objective of the International Research Journal of Social Science and Humanities (IRJSSH) is to offer an intellectual platform to the International scholars and it aims to promote interdisciplinary studies in Humanities and Social Sciences.All manuscripts must be prepared in English and are subject to a double-blind peer review process.</p> en-US irjssheditor@gmail.com (Saad Jaffar) irjssheditor@gmail.com (Editor) Wed, 31 Dec 2025 00:00:00 +0000 OJS 3.3.0.11 http://blogs.law.harvard.edu/tech/rss 60 https://irjssh.com/index.php/irjssh/article/view/312 <p>Brands employing Artificial Intelligence based chatbots to resolve the queries of customers. Chatbots being functional and empathetic help in developing brand awareness and brand image. The current research tried to examine the relationship of AI based functional and empathy chatbots with brand awareness and brand image in Pakistan. The current research employed quantitative research methodology and cross sectional data collected through online survey using questionnaires via online Google forms from students of two universities in Multan Pakistan. The sample size had been 107, and PLS-SEM based SmartPLS 4 software used for data analysis. The descriptive analysis showed substantially more males participated in survey than females. The measurement model confirmed through factor loading&gt;0.7, VIF&lt;3, AVE&gt;0.5, representing discriminant validity. The cronbach’s alpha and composite reliability confirmed reliable factors involved. The structural model showed that functional and empathy AI based chatbots positively influence brand awareness and brand image. The results showed that the functional AI based chatbots more strongly and positively impact brand awareness than brand image. Similarly, the empathy AI based chatbots more strongly and positively impact on brand image than brand awareness. Finally, the current research provided an empirically tested and verified model of AI based branding through chatbots using varying functional (efficiency) and empathy (emotions) factors.</p> Dr. Nouman Malik, Dr.Kashif Siddique , Kashif Saleem Copyright (c) 2025 https://irjssh.com/index.php/irjssh/article/view/312 Wed, 31 Dec 2025 00:00:00 +0000