Degree Name
MA (Master of Arts)
Program
Brand and Media Strategy
Date of Award
12-2025
Committee Chair or Co-Chairs
Melanie Richards
Committee Members
Anthony Mitchell, Stephen Marshall
Abstract
This thesis investigates how ethical artificial intelligence (AI) considerations and user experience (UX) influence trust, adoption and brand allegiance in digital healthcare chatbots. Using Flo, Noom, and Headspace as case studies, the research explores how privacy, explainability, and fairness concerns shape user adoption and engagement. Employing a qualitative, multi-method approach that included semi-structured interviews and chatbot content analysis, findings reveal that ethical AI concerns primarily influenced the depth of user trust and engagement rather than overall adoption. Trust in chatbots increased when the user experience felt effortless, empathetic, and personalized but declined when interactions appeared robotic or impersonal. Additionally, a positive, brand-aligned chatbot experience reinforced users’ emotional connection and allegiance to the parent app, whereas inconsistency weakened that bond. Overall, this study underscores the importance of transparency, empathy, and brand coherence in fostering ethical, trust-based relationships between users and AI-driven health technologies.
Document Type
Thesis - embargo
Recommended Citation
Odugbesan, Moyosoreoluwa A., "User Experience in Digital Healthcare Chatbots: Exploring Trust, Brand Allegiance and Adoption" (2025). Electronic Theses and Dissertations. Paper 4617. https://dc.etsu.edu/etd/4617
Copyright
Copyright by the authors.
