How may I help you? Driving brand engagement through the warmth of an initial chatbot message

Despite the growing number of brands that rely on chatbots to address customer service inquiries that once required human intervention, academics and practitioners are only beginning to acknowledge the role of chatbots in brand-building activities. Chatbots can initiate online conversations, thereby often serving as a consumer’s first brand impression. However, little is known about how managers can strategically tailor a chatbot’s initial message to foster consumer–brand connections and, ultimately, engagement. Three studies demonstrate that when chatbots initiate a conversation using a warm (vs. competent) message, brand engagement increases, as assessed using both computerized text analysis and traditional scale measures. Brand–self distance mediates this effect, such that a warm (vs. competent) initial chatbot message makes consumers feel closer to the brand. Further, the authors identify brand affiliation as a theoretically relevant moderator. This research thus offers managers insight into how initial chatbot messages can attract and engage consumers.