2018•Advances in marketing, customer relationship management, and e-services book seriesRequires access
Instant Messaging Chat Bot
Min Chung Han
Open publisher page 9 citations
Abstract
Recently there has been a resurgence of chat bot use among businesses, which employ them as part of their marketing strategy. To provide better insight into instant messaging chat bots as a marketing tool, the present research focuses on mobile users' current understanding and perceptions of chat bots. This study examines what mobile consumers think of instant messaging chat bots, and whether consumers are willing to use the new chat bots. This study employs focus group interviews and online surveys to examine consumers' perceptions. The results indicate that a majority of mobile users have employed chat bots for customer service and for entertainment. Mobile users found instant messaging chat bots easy to use and useful, but not necessarily entertaining.