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Journal of Management Sciences - Volume 10, Issue 2 2023
By Muzzammil Siraj, Ghulam Muhammad
10.20547/jms.2014.2310205
Keywords: Chatbot marketing efforts; Customer brand relationships; Electronic word of mouth; Brand relationship.
This study examines the chatbot marketing relationship with electronic word of mouth from the customer response. The population of Pakistan is more familiar with internet surfing and most of them are mobile users. The data was collected by using a seven-point Likert scale from 120 users who might have some experience in using the chatbot marketing tool. This study uses structural equation modeling by using SmartPLS version 3.2.9 for data analysis. The results show chatbot marketing efforts are directly linked with communication qualities while indirectly linked with customer-brand relationships. The result also shows that customer-brand relationships are directly linked with electronic word of mouth and chatbot marketing efforts while indirectly linked with electronic word of mouth with a mediator of customer-brand relationships. The implications of this study on the brand manager, the brand manager needs to understand the concept of chatbot marketing and develop their strategies accordingly. The brand manager mainly focuses on interaction, accessibility, entertainment, information, and customization in their strategic planning and decision-making process. Although, this research also makes some contributions to the literature, but still has a few recommendations. Firstly, this study mainly focuses on the Pakistani market. Secondly, this research mainly focuses on CMEs' effect on the eWOM as the factor of customer response. Thirdly, this study doesn't compare different industries with each other that use chatbot marketing.
Submission Date: 17 Jul, 2023 Reviews Completed: 25 Sep, 2023Acceptance Date: 17 Oct, 2023 Publication Date: 30 Oct, 2023