How may I help you? Driving brand engagement through the warmth of an initial chatbot message

Kull, Alexander J.; Romero, Marisabel; Monahan, Lisa

doi:10.1016/j.jbusres.2021.03.005

Cited by 112 publications

(81 citation statements)

References 76 publications

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“…Consumer Brand Engagement (CBE) is a pivotal element in marketing strategies, able to foster positive attitudes and behaviors toward the brands (Hollebeek & Belk, 2021; Hollebeek et al., 2014). Recent studies suggest that as interaction experiences increase through AI, AR, and VR, customer engagement is potentiated (Chen et al., 2021; Kull et al., 2021; Mostafa & Kasamani, 2021). Even though digital channels provide multiple ways of engagement (e.g., likes, comments, public sharing information), for emerging technologies such as AI, VR, AR, 5G, and blockchain (the metaverse subset technologies), the engagement potential is far greater, allowing consumers to playfully experience a brand and explore the space virtually (McLean et al., 2021; Rauschnabel et al., 2022).…”

Section: Future Research Directions and Research Questionsmentioning

confidence: 99%

Neuroscience research in consumer behavior: A review and future research agenda

Oliveira

Guerreiro

Rita

2022

Int J Consumer Studies

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Consumer neuroscience is a growing field in both marketing and consumer behavior research. The number of articles published on the topic has increased exponentially in the last 15 years. However, there is still no comprehensive analysis of the literature highlighting the main constructs, trends and research gaps found in such a large collection of papers. Therefore, this paper provides a text mining (TM) analysis that clusters and systematizes the complex and dispersed information of 469 articles, using the correlated topic model algorithm (CTM). Results show that “consumer neuroscience”, “brand memory”, and “willingness to buy” are the most relevant topics in the field. This study also reveals that the literature has been focusing on ethical concerns as well as on controversial concerns in the use of consumer neuroscience techniques. We include a final section on future research questions and opportunities that emerged from the conducted research.

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Section: Future Research Directions and Research Questionsmentioning

confidence: 99%

Neuroscience research in consumer behavior: A review and future research agenda

Oliveira

Guerreiro

Rita

2022

Int J Consumer Studies

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“…Chatbots help initiate online interactions, creating customer's first brand image and engage customers (Kull et al, 2021). The study of Kull et al (2021) suggested that brand awareness is improved with chatbots-initiated conversation. AI can be used to address the challenge faced by marketers of understanding customer experience cost-effectively.…”

Section: Reinforcingmentioning

confidence: 99%

“…, 2020). Chatbots help initiate online interactions, creating customer's first brand image and engage customers (Kull et al. , 2021).…”

Section: Chatbotmentioning

confidence: 99%

“…And marketers and managers of luxury brands can improve customer experience (Chung et al, 2020). Chatbots help initiate online interactions, creating customer's first brand image and engage customers (Kull et al, 2021). The study of Kull et al (2021) suggested that brand awareness is improved with chatbots-initiated conversation.…”

Section: Reinforcingmentioning

confidence: 99%

“…, 2021). The study of Kull et al. (2021) suggested that brand awareness is improved with chatbots-initiated conversation.…”

Section: Chatbotmentioning

confidence: 99%

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Reinforcing customer journey through artificial intelligence: a review and research agenda

Rana

Gaur

Singh

et al. 2021

IJOEM

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Purpose This study defines a three-angled research plan to intensify the knowledge and development undergoing in the retail sector. It proposes a theoretical framework of the customer journey to explain the customers' intent to adopt artificial intelligence (AI) and machine learning (ML) as a protective measure for interaction between the customer and the brand.Design/methodology/approach This study presents a research agenda from three-dimensional online search, ML and AI algorithms. This paper enhances the readers' understanding by reviewing the literature present in utilizing AI in the customer journey and presenting a theoretical framework.Findings Using AI tools like Chatbots, Recommenders, Virtual Assistance and Interactive Voice Recognition (IVR) helps create improved brand awareness, better customer relationships marketing and personalized product modification.Originality/value This study intends to identify a research plan based on investigating customer journey trends in today's changing times with AI incorporation. The research provides a novel model framework of the customer journey by directing customers into different stages and providing different touchpoints in each stage, all supported with AI and ML.

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Should a luxury Brand's Chatbot use emoticons? Impact on brand status

Shin

2022

J of Consumer Behaviour

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Luxury brands are increasingly adopting chatbots for online customer service. But, little is known about the role of adding design features such as emoticons on customers' luxury experience. This study fills this research gap by exploring the influence of a luxury brand chatbot's adoption of emoticons on status perception and its underlying mechanisms. Results from two experiments suggest that luxury brands might be better off not using emoticons in chatbot communications because it dampens the brand status perception due to perceived unexpectedness, which in turn decreases the perception of the appropriateness of the interaction with chatbots. However, this negative effect of luxury brand's use of emoticons in chatbot communication only exists for traditional luxury brands, not for masstige brands. This study advances the literature on AI, particularly regarding luxury brand‐specific chatbot applications. It also offers insights for luxury brand managers that they should be cautious in adopting emoticons in chatbot communication given the risk of ruining the brand status, especially when the brand is a traditional luxury brand as opposed to a masstige brand.

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How may I help you? Driving brand engagement through the warmth of an initial chatbot message

Cited by 112 publications

References 76 publications

Neuroscience research in consumer behavior: A review and future research agenda

Neuroscience research in consumer behavior: A review and future research agenda

Reinforcing customer journey through artificial intelligence: a review and research agenda

Should a luxury Brand's Chatbot use emoticons? Impact on brand status

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