000109406 001__ 109406 000109406 005__ 20230519145455.0 000109406 0247_ $$2doi$$a10.1108/JSM-07-2020-0286 000109406 0248_ $$2sideral$$a125539 000109406 037__ $$aART-2021-125539 000109406 041__ $$aeng 000109406 100__ $$0(orcid)0000-0003-0752-3202$$aHernández-Ortega, Blanca$$uUniversidad de Zaragoza 000109406 245__ $$aRelational cohesion between users and smart voice assistants 000109406 260__ $$c2021 000109406 5060_ $$aAccess copy available to the general public$$fUnrestricted 000109406 5203_ $$aPurpose This study aims to examine users’ affective relationships with smart voice assistants (SVAs) and aims to analyze how these relationships explain user engagement behaviors toward the brands of SVAs. Drawing on relational cohesion theory, it proposes that cohesion between users and SVAs influences brand engagement behaviors, that is, continuing purchasing other products of the brand, providing knowledge to the brand and referring the brand. Design/methodology/approach Data from a survey of 717 US regular SVA users confirm the validity of the measurement scales and provide the input for the covariance-based structural equation modeling. Findings The results demonstrate that frequent user-SVA interactions evoke positive emotions, which encourage cohesive relationships. Pleasured-satisfaction and interest emerge as strong emotions. Moreover, relational cohesion between users and SVAs promotes engagement with the brand of the assistant. Originality/value This paper applies an interpersonal approach in a context that, to date, has been examined from a predominantly technological perspective. It shows that users develop positive emotions toward smart technologies through their interactions, and establishes the importance of building affective relationships. To the best of the authors’ knowledge, this is the first study to analyze cohesion between users and smart technologies and to examine the effect of this cohesion on user engagement with the brand. 000109406 536__ $$9info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00 000109406 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/ 000109406 590__ $$a5.246$$b2021 000109406 592__ $$a1.599$$b2021 000109406 594__ $$a7.0$$b2021 000109406 591__ $$aBUSINESS$$b72 / 155 = 0.465$$c2021$$dQ2$$eT2 000109406 593__ $$aMarketing$$c2021$$dQ1 000109406 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion 000109406 700__ $$aAldas-Manzano, Joaquin 000109406 700__ $$aFerreira, Ivani 000109406 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000109406 773__ $$g36, 5 (2021), 725-740$$pJOURNAL OF SERVICES MARKETING$$tJOURNAL OF SERVICES MARKETING$$x0887-6045 000109406 8564_ $$s312723$$uhttps://zaguan.unizar.es/record/109406/files/texto_completo.pdf$$yPostprint 000109406 8564_ $$s2563742$$uhttps://zaguan.unizar.es/record/109406/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint 000109406 909CO $$ooai:zaguan.unizar.es:109406$$particulos$$pdriver 000109406 951__ $$a2023-05-18-14:49:36 000109406 980__ $$aARTICLE