nach oben

Erschienen in:

2024 | OriginalPaper | Buchkapitel

3. Consumer Brand Engagement Through Chatbots

verfasst von : Dessy Ohanians, Ria Wiid

Erschienen in: Digital Transformation for Fashion and Luxury Brands

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

As digital spaces mature over time, the interaction between fashion and luxury brands and their customers will transition from linear and transactional to multidimensional, collaborative and experiential. This chapter focuses on the ways artificial intelligence tools, such as chatbots, augment the way brands engage with their customers, recommend products, complete transactions and provide post-purchase customer service. Chatbots have provided brands with a new communication channel for customers who are looking for personalised interaction, speed of response and 24/7 availability. Customers benefit by gaining instant access to the brand; brands benefit by handling a larger volume of customers at a reduced cost. Chatbots and their integration with other tools, such as virtual reality, in the new ecosystem of the metaverse are also explored in relation to luxury brand experiences.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel Blockchain: Technology Transforming the Fashion Industry

Nächstes Kapitel From Disruption to Absorptive Capacity: The Life Cycle of Digital Marketing Innovation for Luxury Businesses

Adidas. (2022). Into the metaverse [online]. Retrieved October 23, 2022, from https://www.adidas.co.uk/metaverse

Adobe. (2022). 2022 Digital trends. Experience index [online]. Retrieved October 14, 2022, from https://business.adobe.com/uk/resources/digital-trends-report.html

AmazonFashion. (2017). Introducing echo look. Love your look. Every Day [online]. Retrieved October 23, 2022, from https://www.youtube.com/watch?v=9X_fP4pPWPw

Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). Customer experiences in the age of artificial intelligence. Computers in Human Behavior, 114, 106548.CrossRef

Ameen, N., Cheah, J. H., & Kumar, S. (2022). It’s all part of the customer journey: The impact of augmented reality, chatbots, and social media on the body image and self-esteem of generation Z female consumers. Psychology & Marketing, 39, 2110–2129.CrossRef

Arya, J. (2022). Hermeneutic approach in understanding the role of artificial intelligence: Fashion & apparel industry/luxury brand retailing. Academy of Marketing Studies Journal, 26(2), 1–14.

Bauer, R. A. (1960). Consumer behavior as risk taking. In Proceedings of the 43rd National Conference of the American marketing association, June 15, 16, 17, Chicago, Illinois. American Marketing Association.

Belk, R., Humayun, M., & Brouard, M. (2022). Money, possessions, and ownership in the metaverse NFTs, cryptocurrencies, Web3 and wild markets. Journal of Business Research, 153, 198–205.CrossRef

Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587–595.CrossRef

Dale, R. (2016). The return of the chatbots. Natural Language Engineering, 22(5), 811–817.CrossRef

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003.CrossRef

De Cicco, R., Silva, S. C., & Alparone, F. R. (2020). Millennials’ attitude toward chatbots: An experimental study in a social relationship perspective. International Journal of Retail & Distribution Management, 48(11), 1213–1233.CrossRef

Demmers, J., Weltevreden, J. W., & van Dolen, W. M. (2020). Consumer engagement with brand posts on social media in consecutive stages of the customer journey. International Journal of Electronic Commerce, 24(1), 53–77.CrossRef

Dobre, C., Milovan, A. M., Duțu, C., Preda, G., & Agapie, A. (2021). The common values of social media marketing and luxury brands. The millennials and generation Z perspective. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2532–2553.CrossRef

Drift. (2022). 2022 state of marketing and sales AI report [online]. Retrieved October 23, 2022, from https://www.drift.com/books-reports/state-of-marketing-ai/

Escobar, A. (2016). The impact of the digital revolution in the development of market and communication strategies for the luxury sector (fashion luxury). Central European Business Review, 5(2), 17.CrossRef

Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7, 117–140.CrossRef

Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of Brand Management, 16(5–6), 347–363.CrossRef

Følstad, A., & Kvale, K. (2018). Customer journeys a systematic literature review. Journal of Service Theory and Practice, 28(2), 196–227.CrossRef

Forbes. (2017). Louis Vuitton becomes latest luxury brand to launch a Chatbot [online]. Retrieved October 15, 2022, from https://www.forbes.com/sites/rachelarthur/2017/12/08/louis-vuitton-becomes-latestluxury-brand-to-launch-a-chatbot/#46b9941afe10/

Gao, J., Galley, M., & Li, L. (2019). Neural approaches to conversational AI. Foundations and Trends® in Information Retrieval, 13(2–3), 127–298.CrossRef

Gardiner, A., & Smith, M. A. (2021). Conversational AI as an emerging technology. In Proceedings of the EDSIG conference ISSN (vol. 2473, p. 4901).

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.CrossRef

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841.CrossRef

Grigoreva, E. A., Garifova, L. F., & Polovkina, E. A. (2021). Consumer behavior in the information economy generation Z. International Journal of Financial Research, 12(2), 164–171.CrossRef

Gucci. (2022). Vault Gucci [online]. Retrieved October 23, 2022, from https://vault.gucci.com/en-GB

Guo, Y., Wang, J., Wu, R., Li, Z., & Sun, L. (2022). Designing for trust: A set of design principles to increase trust in chatbot. CCF Transactions on Pervasive Computing and Interaction, 1–8.

Horst, H. A., & Mohammid, S. (2022). Framing fashion human-machine learning and the Amazon Echo look. In S. Pink, M. Berg, D. Lupton, & M. Ruckenstein (Eds.), Everyday automation (pp. 102–113). Routledge.CrossRef

Huber, F. (2017). Chatbots: 5 Luxury Brand Examples, [online]. Retrieved October 14, 2022, from https://www.luxurysociety.com/en/articles/2017/03/chatbots-5-luxury-brand-examples

Joy, A., Zhu, Y., Peña, C., & Brouard, M. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non-fungible tokens. Strategic Change, 31(3), 337–343.CrossRef

Kasilingam, D. L. (2020). Understanding the attitude and intention to use smartphone chatbots for shopping. Technology in Society, 62, 101280.CrossRef

Keeling, K., McGoldrick, P., & Beatty, S. (2010). Avatars as salespeople communication style, trust, and intentions. Journal of Business Research, 63(8), 793–800.CrossRef

Kim, J., Kang, S., & Taylor, C. R. (2018). Technology driven experiences from mobile direct to virtual reality. Journal of Global Scholars of Marketing Science, 28(1), 96–102.CrossRef

Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36–68.CrossRef

Lappeman, J., Marlie, S., Johnson, T., & Poggenpoel, S. (2022). Trust and digital privacy: Willingness to disclose personal information to banking chatbot services. Journal of Financial Services Marketing, 2022, 1–21.

Liang, Y., Lee, S. H., & Workman, J. E. (2020). Implementation of artificial intelligence in fashion are consumers ready. Clothing and Textiles Research Journal, 38(1), 3–18.CrossRef

Lim, W. M. (2021). History, lessons, and ways forward from the COVID-19 pandemic. International Journal of Quality and Innovation, 5(2), 101–108.

Lim, W. M., Kumar, S., Verma, S., & Chaturvedi, R. (2022). Alexa, what do we know about conversational commerce? Insights from a systematic literature review. Psychology & Marketing, 39(6), 1129–1155.CrossRef

Lissitsa, S., & Kol, O. (2016). Generation X vs. Generation Y—A decade of online shopping. Journal of Retailing and Consumer Services, 31, 304–312.CrossRef

Lu, H. P., Hsu, C. L., & Hsu, H. Y. (2005). An empirical study of the effect of perceived risk upon intention to use online applications. Information Management & Computer Security, 13(2), 106–120.CrossRef

Luce, L. (2018). Artificial intelligence for fashion: How AI is revolutionizing the fashion industry. Apress.

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734.CrossRef

McKinsey & Company. (2021). The value of getting personalization right—Or wrong—Is multiplying [online]. Retrieved October 23, 2022, from https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying

McKinsey & Company. (2022). The state of fashion. Special Report, [online]. Retrieved October 12, 2022, from https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion

Messina, C. (2016). 2016 will be the year of Conversational Commerce [online]. Retrieved October 23, 2022, from https://medium.com/chris-messina/2016-will-be-the-year-of-conversational-commerce-1586e85e3991#

Moriuchi, E. (2021). An empirical study on anthropomorphism and engagement with disembodied AIs and consumers' re-use behavior. Psychology & Marketing, 38(1), 21–42.CrossRef

Mostafa, R. B., & Kasamani, T. (2021). Antecedents and consequences of chatbot initial trust. European Journal of Marketing, 56(6), 1748–1771.CrossRef

Murtarelli, G., Gregory, A., & Romenti, S. (2021). A conversation-based perspective for shaping ethical human–machine interactions: The particular challenge of chatbots. Journal of Business Research, 129, 927–935.CrossRef

Murtarelli, G., Collina, C., & Romenti, S. (2022). “Hi! How can I help you today” investigating the quality of chatbots–millennials relationship within the fashion industry. The TQM Journal. (ahead-of-print).

Nash, J. (2018). Exploring how social media platforms influence fashion consumer decisions in the UK retail sector. Journal of Fashion Marketing and Management: An International Journal, 23(1), 82–103.CrossRef

Nike. (2022). Nikeland on roblox [online]. Retrieved 23 October 2022, from https://www.nike.com/gb/kids/nikeland-roblox

Nowak, K. L., & Fox, J. (2018). Avatars and computer-mediated communication: A review of the definitions, uses, and effects of digital representations. Review of Communication Research, 6, 30–53.CrossRef

Nowak, K. L., & Rauh, C. (2008). Choose your “buddy icon” carefully: The influence of avatar androgyny, anthropomorphism and credibility in online interactions. Computers in Human Behavior, 24(4), 1473–1493.CrossRef

Ozuem, W., Ranfagni, S., Willis, M., Rovai, S., & Howell, K. (2021a). Exploring customers’ responses to online service failure and recovery strategies during Covid-19 pandemic: An actor–network theory perspective. Psychology & Marketing, 38(9), 1440–1459.CrossRef

Ozuem, W., Willis, M., Howell, K., Helal, G., Ranfagni, S., & Lancaster, G. (2021b). Effects of online brand communities on millennials’ brand loyalty in the fashion industry. Psychology & Marketing, 38(5), 774–793.

Paul, I., Mohanty, S., & Sengupta, R. (2022). The role of social virtual world in increasing psychological resilience during the on-going COVID-19 pandemic. Computers in Human Behavior, 127, 107036.CrossRef

Prensky, M. (2001). Digital natives, digital immigrants part 2: Do they really think differently? On the Horizon, 9(6), 2–6.CrossRef

Qiu, L., & Benbasat, I. (2005). Online consumer trust and live help interfaces: The effects of text-to-speech voice and three-dimensional avatars. International Journal of Human-Computer Interaction, 19(1), 75–94.CrossRef

Raguseo, E. (2018). Big data technologies an empirical investigation on their adoption, benefits and risks for companies. International Journal of Information Management, 38(1), 187–195.CrossRef

Ramadan, Z. (2019). The democratization of intangible luxury. Marketing Intelligence & Planning., 37(6), 660–673.CrossRef

Rese, A., Ganster, L., & Baier, D. (2020). Chatbots in retailers’ customer communication how to measure their acceptance. Journal of Retailing and Consumer Services, 56, 102176.CrossRef

Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11–32.CrossRef

Richad, R., Vivensius, V., Sfenrianto, S., & Kaburuan, E. R. (2019). Analysis of factors influencing millennial’s technology acceptance of chatbot in the banking industry in Indonesia. International Journal of Civil Engineering and Technology, 10(4), 1270–1281.

Rossi, F. (2018). Building trust in artificial intelligence. Journal of International Affairs, 72(1), 127–134.

Roy, R., & Naidoo, V. (2021). Enhancing chatbot effectiveness the role of anthropomorphic conversational styles and time orientation. Journal of Business Research, 126, 23–34.CrossRef

Sayem, A. S. M. (2022). Digital fashion innovations for the real world and metaverse. International Journal of Fashion Design, Technology and Education, 15(2), 139–141.CrossRef

Schepers, J., & Nijssen, E. J. (2018). Brand advocacy in the frontline: How does it affect customer satisfaction? Journal of Service Management., 29(2), 230–252.CrossRef

Sharath, J. S., & Banafsheh, R. (2021). Conversational question answering over knowledge base using chat-bot framework. In 2021 IEEE 15th international conference on semantic computing (ICSC) (pp. 84–85). IEEE.CrossRef

Siblini, W., Sayil, B., & Kessaci, Y. (2021). Towards a more robust evaluation for conversational question answering. In Proceedings of the 59th annual meeting of the Association for Computational Linguistics and the 11th international joint conference on natural language processing (volume 2: Short papers) (pp. 1028–1034).

Smith, P. (2022). The influences on gen Z and millennials clothes purchases in Canada & the U.S. 2021, [online]. Retrieved October 16, 2022, from https://www.statista.com/statistics/1292742/gen-z-millennial-clothing-purchase-influences/

Tighe, D. (2022). U.S. gen Z and millennials: Consumer goods and shopping behaviour—Statistics and facts, [online]. Retrieved October 16, 2022, from https://www.statista.com/topics/1780/us-millennials-shopping-behavior/

Trivedi, J. (2019). Examining the customer experience of using banking chatbots and its impact on brand love: The moderating role of perceived risk. Journal of Internet Commerce, 18(1), 91–111.CrossRef

Wang, Y., Wang, S., Wang, J., Wei, J., & Wang, C. (2020). An empirical study of consumers’ intention to use ride-sharing services: Using an extended technology acceptance model. Transportation, 47(1), 397–415.CrossRef

Wilson, S. (2020). Ask HBR: Reach Gen Z through social media with Sarah Wilson [online]. Retrieved October 23, 2022, from https://hbr.org/webinar/2020/09/ask-hbr-reach-gen-z-through-social-media-with-sara-wilson

Wright, W. (2022). 5 brands winning in the metaverse [online]. Retrieved October 23, 2022, from https://www.thedrum.com/news/2022/06/01/5-brands-winning-the-metaverse

Yuen, M. (2022). Chatbot Market in 2022: Stats, trends, and companies in the growing AI chatbot industry [online]. Retrieved October 23, 2022, from https://www.insiderintelligence.com/insights/chatbot-market-stats-trends/

Titel: Consumer Brand Engagement Through Chatbots
verfasst von: Dessy Ohanians
Ria Wiid
Verlag: Springer International Publishing
Buch: Digital Transformation for Fashion and Luxury Brands
Print ISBN: 978-3-031-35588-2

Electronic ISBN: 978-3-031-35589-9

Copyright-Jahr: 2024
DOI: https://doi.org/10.1007/978-3-031-35589-9_3