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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Veröffentlicht in:	Computers in human behavior Jg. 98; S. 150 - 157
Hauptverfasser:	Van den Broeck, Evert, Zarouali, Brahim, Poels, Karolien
Format:	Journal Article
Sprache:	Englisch
Veröffentlicht:	Elmsford Elsevier Ltd 01.09.2019 Elsevier Science Ltd
Schlagworte:	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
Online-Zugang:	Volltext
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