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
Hlavní autoři:	Van den Broeck, Evert, Zarouali, Brahim, Poels, Karolien
Médium:	Journal Article
Jazyk:	angličtina
Vydáno:	Elmsford Elsevier Ltd 01.09.2019 Elsevier Science Ltd
Témata:	Advertising Advertising effectiveness Chatbot Chatbot advertising Chatbots Innovations Social media advertising Social networking sites Social networks Social research Social media advertising Social networking sites Chatbot Advertising effectiveness Chatbot advertising
ISSN:	0747-5632, 1873-7692
On-line přístup:	Získat plný text
Tagy:	Přidat tag Žádné tagy, Buďte první, kdo vytvoří štítek k tomuto záznamu!