Alexa, do voice assistants influence consumer brand engagement? – Examining the role of AI powered voice assistants in influencing consumer brand engagement

McLean, Graeme; Osei-Frimpong, Kofi; Barhorst, Jennifer Brannon

doi:10.1016/j.jbusres.2020.11.045

Cited by 193 publications

(154 citation statements)

References 72 publications

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“…Thurau et al in ( Chen & Dermawan, 2020;McLean et al, 2021) said electronic word of mouth is a statement made by actual, potential or previous consumers about a product or company in which this information is available to people or institutions through the internet. According to (Shrafat et al, 2021), in measuring the effect of electronic word of mouth, the indicators used are intensity, content, positive opinions and negative opinions.…”

Section: Electronic Word Of Mouth On Brand Image and Purchasing Decisionmentioning

confidence: 99%

The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

Asnawati¹,

Nadir²,

Wardhani³

et al. 2022

10.5267/j.ijdns

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Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application. The research was conducted in June 2021 with data analysis using SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth had a positive impact on purchasing decisions either directly or indirectly through brand image. Content marketing had a negative and significant impact on purchasing decisions, while indirectly through brand image had a positive and significant impact. The role of brand image was very important in increasing the effect of perceived ease of use, electronic word of mouth and content marketing towards purchasing decisions.

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Section: Electronic Word Of Mouth On Brand Image and Purchasing Decisionmentioning

confidence: 99%

The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

Asnawati¹,

Nadir²,

Wardhani³

et al. 2022

10.5267/j.ijdns

View full text Add to dashboard Cite

show abstract

“…In this category, researchers have investigated AI adoption in general from different theoretical perspectives [38], [40]- [45] (theoretical perspectives will be discussed detailly in the following subsection). Others have focused on the adoption of voice assistants in service delivery [39] and consumer brand management [46]. Autonomous vehicles carry the third-largest number of research papers (9 articles).…”

Section: Figure 2 Number Of Articles Found In Each Category Of Ai Technologies Investigated In Ai Adoption Researchmentioning

confidence: 99%

Consumer Adoption of Artificial Intelligence: A Review of Theories and Antecedents

Bawack¹,

Desveaud²

2022

Proceedings of the Annual Hawaii International Conference on System Sciences

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Recently, people are increasingly adopting technologies powered by artificial intelligence (AI) in their everyday lives. Several researchers have investigated this phenomenon using several theoretical perspectives to explain the motivations behind such behaviour. Our paper reviews this body of knowledge to highlight the technologies, theories, and antecedents of AI adoption investigated this far in academic research. By analysing publications found in Harzing's Journal Quality List, this paper identifies 52 publications on user adoption of AI, 198 antecedents, and 36 theoretical perspectives used to explain user adoption of AI. The most widely used theoretical perspectives in this area of research are the technology acceptance model (TAM) and the unified theory of acceptance and use of technology (UTAUT). Meanwhile, perceived usefulness, perceived ease of use, and trust are the most studied antecedents. Finally, we discuss the implications of these findings for future research on AI adoption by consumers.

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“…Communication with others is the function for making phone calls, sending individual texts, and delivering emails. Other requests cover taking notes, setting notifications, and controlling smart-home devices [13,33].…”

Section: Intelligent Personal Assistantmentioning

confidence: 99%

Analyzing Determinants for Adoption of Intelligent Personal Assistant: An Empirical Study

Sun

2021

Applied Sciences

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With the accelerating advances in artificial intelligence (AI) technologies, the rising demand for the intelligent personal assistant is expected to rapidly increase in the following decades. As customer loyalty has become a critical element in gaining a competitive advantage and many marketers pay great attention to it, this research aims to explore the factors that directly affect customer loyalty toward the intelligent personal assistant. The main motivation is to investigate and identify the direct effects that variables such as customer innovativeness and perceived value have on customer loyalty. Additionally, both product knowledge and corporate image will be examined as moderators. The results obtained demonstrate that perceived value has a positive influence on customer loyalty. Furthermore, product knowledge moderates the influence of functional and hedonic innovativeness on customer satisfaction. The study’s main contributions provide a better understanding of customer loyalty. This research aims to be viewed as a specific guide to provide effective practices that companies should implement to help them reallocate resources appropriately and enhance customer value creation. The results indicate that the higher the level of customer perceived value, the better the customer loyalty will be. The findings represent that corporate image has a positive moderating effect on the influence of customer innovativeness on perceived value. This study draws on the outcomes of administrative suggestions and recommends a few observational strategies to improve the monetary administration in the intelligent personal assistant industry.

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Alexa, do voice assistants influence consumer brand engagement? – Examining the role of AI powered voice assistants in influencing consumer brand engagement

Cited by 193 publications

References 72 publications

The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

Consumer Adoption of Artificial Intelligence: A Review of Theories and Antecedents

Analyzing Determinants for Adoption of Intelligent Personal Assistant: An Empirical Study

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