Customer-brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts

被引:138
作者
Cheng, Yang [1 ]
Jiang, Hua [2 ]
机构
[1] North Carolina State Univ, Dept Commun, Raleigh, NC 27695 USA
[2] Syracuse Univ, Dept Publ Relat, SI Newhouse Sch Publ Commun, Syracuse, NY USA
关键词
Quantitative methods; Brand communication; Brand management; Artificial intelligence; Chatbot marketing efforts; Customer-brand relationship; Relationship quality; Brand loyalty; SOCIAL MEDIA; CONSUMER; COMMUNICATION; SATISFACTION; LOYALTY; TRUST; ENGAGEMENT; QUALITY; EQUITY; ONLINE;
D O I
10.1108/JPBM-05-2020-2907
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose This study aims to explore the role of artificial intelligence (AI)-powered chatbot marketing efforts (CMEs) in the establishment of relationships between brands and their customers, extending the link between relationship marketing and online consumer behavioral intentions. Design/methodology/approach Data are collected from 1,072 customers in the USA, who used chatbot marketing activities from any of 30 brands leading their industries in messaging innovation. Structural equation modeling is used for data analysis. Findings Results show that interaction, information, accessibility, entertainment and customization are important CMEs components. CMEs have significant direct effects on the quality of communication with chatbot agents and indirectly affect customer-brand relationships (CBR) and customer response. In addition, the findings demonstrate that CBR mediates the association between communication quality and customer response. Originality/value Implications of this study can enable practitioners to understand the effects of AI on user experiences and provide a guide for the development of CMEs strategies and relationship building.
引用
收藏
页码:252 / 264
页数:13
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