Chatbot advertising effectiveness: When does the message get through?
Chatbots on social networking sites are a recent innovation in computer-mediated marketing communication. In this study, 245 Facebook users between 18 and 35 years of age (Mage = 25.97, SD = 4.92) were asked to order tickets for the movies through Cinebot, a Facebook chatbot specifically built for t...
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| Vydáno v: | Computers in human behavior Ročník 98; s. 150 - 157 |
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| Hlavní autoři: | , , |
| Médium: | Journal Article |
| Jazyk: | angličtina |
| Vydáno: |
Elmsford
Elsevier Ltd
01.09.2019
Elsevier Science Ltd |
| Témata: | |
| ISSN: | 0747-5632, 1873-7692 |
| On-line přístup: | Získat plný text |
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| Abstract | Chatbots on social networking sites are a recent innovation in computer-mediated marketing communication. In this study, 245 Facebook users between 18 and 35 years of age (Mage = 25.97, SD = 4.92) were asked to order tickets for the movies through Cinebot, a Facebook chatbot specifically built for the study. Afterwards, they were asked to evaluate their experiences via an online survey. The first purpose of this article was to investigate whether and how perceived helpfulness and usefulness of a chatbot consulted on the Facebook Messenger platform affected perceived intrusiveness of chatbot-initiated advertising in a later stage. In a second analysis, the relation between perceived intrusiveness and patronage intentions (i.e. purchase and recommendation intention of the product) was investigated. In addition, the role of message acceptance as a mediator and perceived message relevance as a moderator in this latter model were explored. As, to the best of our knowledge, our study is the first to investigate chatbot advertising, our research findings may hold important managerial implications.
•Chatbots' helpfulness and usefulness negatively affect intrusiveness of chatbot ads.•In turn, Facebook chatbot ads' perceived intrusiveness predict patronage intentions.•However, message acceptance and product involvement explain this relationship\. |
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| AbstractList | Chatbots on social networking sites are a recent innovation in computer-mediated marketing communication. In this study, 245 Facebook users between 18 and 35 years of age (Mage = 25.97, SD = 4.92) were asked to order tickets for the movies through Cinebot, a Facebook chatbot specifically built for the study. Afterwards, they were asked to evaluate their experiences via an online survey. The first purpose of this article was to investigate whether and how perceived helpfulness and usefulness of a chatbot consulted on the Facebook Messenger platform affected perceived intrusiveness of chatbot-initiated advertising in a later stage. In a second analysis, the relation between perceived intrusiveness and patronage intentions (i.e. purchase and recommendation intention of the product) was investigated. In addition, the role of message acceptance as a mediator and perceived message relevance as a moderator in this latter model were explored. As, to the best of our knowledge, our study is the first to investigate chatbot advertising, our research findings may hold important managerial implications.
•Chatbots' helpfulness and usefulness negatively affect intrusiveness of chatbot ads.•In turn, Facebook chatbot ads' perceived intrusiveness predict patronage intentions.•However, message acceptance and product involvement explain this relationship\. Chatbots on social networking sites are a recent innovation in computer-mediated marketing communication. In this study, 245 Facebook users between 18 and 35 years of age (Mage = 25.97, SD = 4.92) were asked to order tickets for the movies through Cinebot, a Facebook chatbot specifically built for the study. Afterwards, they were asked to evaluate their experiences via an online survey. The first purpose of this article was to investigate whether and how perceived helpfulness and usefulness of a chatbot consulted on the Facebook Messenger platform affected perceived intrusiveness of chatbot-initiated advertising in a later stage. In a second analysis, the relation between perceived intrusiveness and patronage intentions (i.e. purchase and recommendation intention of the product) was investigated. In addition, the role of message acceptance as a mediator and perceived message relevance as a moderator in this latter model were explored. As, to the best of our knowledge, our study is the first to investigate chatbot advertising, our research findings may hold important managerial implications. |
| Author | Van den Broeck, Evert Poels, Karolien Zarouali, Brahim |
| Author_xml | – sequence: 1 givenname: Evert surname: Van den Broeck fullname: Van den Broeck, Evert email: evert.vandenbroeck@uantwerpen.be organization: Department of Communication Sciences, University of Antwerp, Antwerp, Belgium – sequence: 2 givenname: Brahim surname: Zarouali fullname: Zarouali, Brahim email: b.zarouali@uva.nl organization: Department of Communication Sciences, University of Antwerp, Antwerp, Belgium – sequence: 3 givenname: Karolien surname: Poels fullname: Poels, Karolien email: karolien.poels@uantwerpen.be organization: Department of Communication Sciences, University of Antwerp, Antwerp, Belgium |
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| Keywords | Social media advertising Social networking sites Chatbot Advertising effectiveness Chatbot advertising |
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| SubjectTerms | Advertising Advertising effectiveness Chatbot Chatbot advertising Chatbots Innovations Social media advertising Social networking sites Social networks Social research |
| Title | Chatbot advertising effectiveness: When does the message get through? |
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