The Future of Digital Communication Research: Considering Dynamics and Multimodality

Grewal, Dhruv; Herhausen, Dennis; Ludwig, Stephan; Ordenes, Francisco Villarroel

doi:10.1016/j.jretai.2021.01.007

Cited by 65 publications

(49 citation statements)

References 87 publications

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“…The research on retailer innovativeness focus on the value output and dynamic processes of retail innovation, such as its positive impact on satisfaction, trust, loyalty, word‐of‐mouth recommendation, and value co‐creation (Grewal et al, 2021; Kim et al, 2019; Konuk, 2019; O'Cass & Carlson, 2012). Although several studies have explored the relationship between the external anthropomorphic representations of chatbots and consumer behaviors, only a few reports have linked the intrinsic properties of chatbots with the perception of consumers' innovative experience in the context of AI anthropomorphic services.…”

Section: Literature Reviewmentioning

confidence: 99%

Chatbots in retail: How do they affect the continued use and purchase intentions of Chinese consumers?

Jiang

Qin

2022

J of Consumer Behaviour

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The application of artificial intelligence in the retail industry has exposed many innovation opportunities and significantly impacts consumer behavior. Based on the social presence, retailer innovativeness, and self-determination theories, this study constructs an integrated and original framework for elucidating the influence mechanism of the social characteristics of anthropomorphic intelligent services (chatbots) on consumer behavioral intentions. An empirical study of Chinese consumers (n = 442) reveals the following: first, the social presence of chatbots exerts a direct and positive impact on retailer experience innovativeness and intimacy; second, retailer experiential innovativeness, intimacy, and sense of empowerment mediate the influence of the social presence of chatbots on consumers' behavioral intentions; third, the cute communication styles in the low-level social presence are very conducive for promoting the relationships between social presence and experiential innovativeness. By improving the level of social presence, formal communication styles can play a key role in promoting relationships. Theoretically, this study contributes to the social presence theory by extending it to the interaction with retailer experiential innovativeness and exploring the chain-like mediating role of experiential innovativeness, as well as the self-determined satisfaction between the social presence and consumer behavior intentions. Furthermore, this study also examines how different chatbot communication styles moderate the influence of social presence on consumers' behavioral intentions, thereby revealing the differential effects and boundary conditions of chatbot social presence on consumer behaviors. These findings will offer retailers insights into consumers' psychological activities to practically design chatbots and conduct smart retail innovation activities. | INTRODUCTIONThe existing literature defines a chatbot as "a computer program, which simulates human language employing a text-based dialogue system" (Zumstein & Hundertmark, 2017; p.98) that is supported by advanced mobile technology, cloud technology, big data, and biometrics, while relying on natural language processing, such as text and semantic analyses, to generate answers from databases or networks through the knowledge graph (Huang & Rust, 2021). Chatbots, which are utilized in many fields, are generally run as chat programs. For example, the chatbots employed by Taobao's "Ali Xiaomi" and JD's "JIMI" enable customers to improve their chat experience through social language. Further, the virtual assistant, "M," which was created by Facebook, can help users shop, book hotels, and organize trips over the network. In China, chatbots are highly valued by industries and academia. A survey by iResearch predicted that the Chinese chatbot market size, which exhibits a continuous growth trend, would reach 1.40 and 2.71 billion Yuan in 2019 and 2020, respectively; it is

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Section: Literature Reviewmentioning

confidence: 99%

Chatbots in retail: How do they affect the continued use and purchase intentions of Chinese consumers?

Jiang

Qin

2022

J of Consumer Behaviour

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“…This is an important issue, that may reduce effectiveness of digital communications. Recent scientific studies suggest that video and audio content, as well as images tend to be particularly effective in engaging target audiences and influencing their behaviour [20]. In addition to that, diversity of communications tools and the content itself tends to increase engagement with the target audiences and attract attention of a broader range of stakeholders with variety of interests, tastes, and preferences [21].…”

Section: Discussionmentioning

confidence: 99%

The Use of Digital Communications Tools by Latvian Environmental Ngos

Vasiliev

2021

ETR

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Successful nature conservation requires engagement of diverse groups of stakeholders. Attracting attention of general public and engagement of local communities that underpin sustainable development are between the most important aspects of effective communications by environmental non-governmental organizations (ENGOs). In the modern world digital tools provide unprecedented opportunities for broadening reach of ENGO communications. In Latvia, many organizations including ENGOs use digital tools as a part of their communications mix. However, it is important to understand to what extent the power of digital strategies is utilised by these organisations. For this purpose, analysis of Latvian ENGO digital strategies was undertaken. The analysis involved evaluation of digital usage by top Latvian ENGOs in comparison to application of online communications tools by similar organizations in Western Europe and in the USA. It was found that while Latvian ENGOs actively use digital communications tools, in comparison with western organizations a range of approaches that make online strategies effective is still underutilised. This may generally reduce reach of the communications and their public appeal. Ultimately, underuse of opportunities provided by digital communication tools may weaken effectiveness of nature conservation at a regional scale. Thus, it is suggested to enhance digital communications taking an example from Western ENGOS by introducing more educational and engaging content in a variety of formats, ranging from audio to video materials. Detailed recommendations based on findings of present review are provided.

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“…However, with the rise of digital media and various features on digital platforms (Rangaswamy et al. , 2020), service users have been frequently exchanging images, video and audio recordings instead of plain text (Grewal et al. , 2021).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

“…posting and replying) (Muntinga et al, 2011) and formats (e.g. text and video) (Grewal et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

Affordances advancing user-created communication (UCC) in service: interactivity, visibility and anonymity

Ciuchita

Medberg

Penttinen

et al. 2022

JOSM

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PurposeDigital platform users not only consume but also produce communication related to their experiences. Although service research has explored users' motivations to communicate and focused on outcomes such as electronic word-of-mouth (eWOM), it remains largely unexplored how users iteratively interact with communication artifacts and potentially create value for themselves, other users and service providers. The purpose of this paper is, thus, to introduce communicative affordances as a framework to advance user-created communication (UCC) in service.Design/methodology/approachDrawing from the literature in communication, service research and interactive marketing, an affordance perspective on UCC in service is introduced.FindingsThree UCC affordances for the service context are presented – interactivity, visibility and anonymity – opportunities and challenges for service providers associated with these affordances are discussed and, finally, affordance-specific research questions and general recommendations for future research are offered.Research limitations/implicationsBy conceptualizing UCC in service from an affordances perspective, this paper moves beyond the traditional sender–receiver communication framework and emphasizes opportunities and challenges for service research and practice.Practical implicationsInstead of focusing separately on specific technologies or user behaviors, it is recommended that service managers adopt a holistic perspective of user goals and motivations, use experiences and platform design.Originality/valueBy conceptualizing UCC as an augmenting, dialogical process concerning users’ experiences, and by introducing communicative affordances as a framework to advance UCC in service, an in-depth understanding of the diverse and ever-evolving landscape of communication in service is offered.

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The Future of Digital Communication Research: Considering Dynamics and Multimodality

Cited by 65 publications

References 87 publications

Chatbots in retail: How do they affect the continued use and purchase intentions of Chinese consumers?

Chatbots in retail: How do they affect the continued use and purchase intentions of Chinese consumers?

The Use of Digital Communications Tools by Latvian Environmental Ngos

Affordances advancing user-created communication (UCC) in service: interactivity, visibility and anonymity

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