A carregar...
Publicação
The impact of chatbot nonverbal communication on consumer experience: The impact of chatbot communication
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.12 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Artificial intelligence has been increasing its impact on society, so this study investigates the
impact of nonverbal communication, more precisely the use of emojis, by chatbots on
consumer perception, to combat the lack of studies on chatbots that use nonverbal
communication. This research aims to evaluate the impact of emojis on chatbots through
variables such as emotional attachment and the perception of credibility, as well as their
consequent influence on satisfaction and loyalty. Two experimental studies were carried out,
revealing that the perception of emojis depends on the context in question and has no
significant effect in terms of satisfaction, but tends to increase brand loyalty. Although the
main hypotheses were rejected, the study presents interesting results, mainly in the extra
analysis carried out with new mediating variables, which once again demonstrated that brand
loyalty increases when perceptions of warmth and social presence appear. We can conclude
by saying that the study provides an incentive for further reflection on how nonverbal
communication should be strategically integrated into chatbot communication, considering
the sector of business and the consumer profile.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Chatbots Emojis Nonverbal communication Satisfaction Loyalty SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption