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Cited by 394AI in Service InteractionsDigital Marketing and Social MediaSocial Robot Interaction and HRI

The DOI matches its Crossref record; 69 of the 69 references it cites were found in a registry or an index.

How chatbots' social presence communication enhances consumer engagement: the mediating role of parasocial interaction and dialogue

Tsai, Wan-Hsiu Sunny, Liu, Yu, Chuan, Ching-Hua·2021·Journal of Research in Interactive Marketing
DOI 10.1108/jrim-12-2019-0200
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Abstract

Purpose: This study presents one of the earliest empirical investigations on how brand chatbots' anthropomorphic design and social presence communication strategies may improve consumer evaluation outcomes via the mediators of parasocial interaction and perceived dialogue. Design/methodology/approach: This study employs a 2 (high vs. low social presence communication) by 2 (anthropomorphic vs. non-anthropomorphic bot profile) between-subject experimental design to evaluate how chatbots' high social presence communication and anthropomorphic profile design may enhance perceptions of parasocial interactions and dialogue with the chatbot, which in turn drive user engagement, interaction satisfaction and attitude toward the represented brand. Findings: The influences of chatbots' high social presence communication on consumer engagement outcomes are mediated by perceived parasocial interaction and dialogue. Additionally, chatbots' anthropomorphic profile design can boost the positive effects of social presence communication via the psychological mediators. Originality/value: This study advances the interactive marketing literature by focusing on an emerging interactive technology, chatbots. Additionally, distinct from prior chatbot studies that focused on the utilitarian use of chatbots for online customer support, this study not only examines which factors of chatbot communication and profile design may drive chatbot effectiveness but also examines the mechanism underlying the messaging and design effects on consumer engagement. The findings highlight the mediating role of interpersonal factors of parasocial interaction and perceived dialogue.

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Crossref · 10.1108/jrim-12-2019-0200

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69 of 69 references verified0 citation errors · 0 not checkable

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Citations

Cites

Research works printed but not linked: 12

  1. 2019, Conversational Marketing
  2. 2002, Analyzing Social Science Data: 50 Key Problems in Data Analysis
  3. 2000, Critical thinking in a text-based environment: computer conferencing in higher education, The Internet and Higher Education, 11, 1
  4. 1998, Multivariate Data Analysis
  5. 2013, Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach
  6. 2009, An intelligent internet shop-assistant recognizing a customer personality for improving man-machine interactions, Recent Advances in Intelligent Information Systems, 13
  7. Juniper Research (2020), “Chatbots to facilitates $142 billion of retail spend by 2024, driven by omnichannel strategies”, available at: https://www.juniperresearch.com/press/press-releases/chatbots-to-facilitate-$142-billion-of-retail (accessed 2 November 2020).
  8. 2014, Advertising's new frontier: talk to the bot, The Wall Street Journal
  9. 2020, Five predictions for marketing in 2021, Forbes
  10. 2016, How chatbots have kick started a paradigm shit in customer service technology, Information Age
  11. 1992, Applied Multivariate Statistics for the Social Sciences
  12. 2013, Social connection and seeing human, The Oxford Handbook of Social Exclusion, 251

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Metadata

Authors
Tsai, W.-H. S., Liu, Y., & Chuan, C.-H.
Affiliations
  • University of Miami (US)
  • Florida International University (US)
ORCID
Venue
Journal of Research in Interactive Marketing
Publisher
Emerald
Published
2021-06-18
Volume
15
Issue
3
Pages
460-482
ISSN
2040-7122 (ISSN-L)
DOI
10.1108/jrim-12-2019-0200
OpenAlex
W3174303984
Cited by
394
References
69
Citations by year
2026: 65 · 2025: 120 · 2024: 118 · 2023: 63 · 2022: 22 · 2021: 6
FWCI
18.47
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
Journal of Research in Interactive Marketing (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › AI in Service Interactions
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Psychology › Social Psychology › Social Robot Interaction and HRI
Keywords
chatbots, anthropomorphic design, parasocial interaction, customer engagement, interaction satisfaction, brand attitude, interactive marketing

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