IDEAS home Printed from https://ideas.repec.org/a/spr/infosf/v26y2024i3d10.1007_s10796-021-10184-y.html
   My bibliography  Save this article

MarkBot – A Language Model-Driven Chatbot for Interactive Marketing in Post-Modern World

Author

Listed:
  • Amit Kumar Kushwaha

    (Data Science and Analytics CoE, Slingmedia, Dish Network)

  • Arpan Kumar Kar

    (Department of Management Studies, Indian Institute of Technology Delhi)

Abstract

Hosting conversational responses on the official websites of products and services companies is an essential marketing aspect. With Artificial Intelligence’s help to make conversational interactivity more intuitive to existing and potential customers visiting the websites, managers can notch up the return on marketing investments. This motivated us to study empirically and develop the MarkBot framework, a chatter robot on the management design principles. The framework uses an Artificial Intelligence application to respond to a website visitor’s browse through the product catalog. Neural network (NN) architectures are known to achieve remarkable performances in synthetic text predictions. We use a long short-term memory recurrent neural network (LSTM) to predict the user’s responses through a chatbot in the current work. The proposed framework reduces the lead time for the firms to adopt MarkBot. We empirically prove using user-generated content on social media platforms like Twitter in responses and queries to digital campaigns on the same product. With new businesses failing to venture into the space of hosting a chatbot owing to no historical data or existing firms yet to host a chatbot, the proposed MarkBot fuelled by user-generated content can have a substantial managerial implication. The management frameworks used to theorize the MarkBot also make it a theoretical contribution for future Information Systems scholars to conceptualize in the marketing field.

Suggested Citation

  • Amit Kumar Kushwaha & Arpan Kumar Kar, 2024. "MarkBot – A Language Model-Driven Chatbot for Interactive Marketing in Post-Modern World," Information Systems Frontiers, Springer, vol. 26(3), pages 857-874, June.
    • Handle: RePEc:spr:infosf:v:26:y:2024:i:3:d:10.1007_s10796-021-10184-y
    DOI: 10.1007/s10796-021-10184-y
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10796-021-10184-y
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10796-021-10184-y?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Niyoosha Jafari Momtaz & Abdollah Aghaie & Somayeh Alizadeh, 2011. "Identifying Opinion Leaders for Marketing by Analyzing Online Social Networks," International Journal of Virtual Communities and Social Networking (IJVCSN), IGI Global, vol. 3(1), pages 43-59, January.
    2. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    3. Dhruv Grewal & Stephanie M. Noble & Anne L. Roggeveen & Jens Nordfalt, 2020. "The future of in-store technology," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 96-113, January.
    4. Sheshadri Chatterjee & Arpan Kumar Kar & M. P. Gupta, 2018. "Alignment of IT Authority and Citizens of Proposed Smart Cities in India: System Security and Privacy Perspective," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 19(1), pages 95-107, March.
    5. Joel Mero (Järvinen), 2018. "The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(2), pages 205-217, May.
    6. Wamba, Samuel Fosso & Gunasekaran, Angappa & Akter, Shahriar & Ren, Steven Ji-fan & Dubey, Rameshwar & Childe, Stephen J., 2017. "Big data analytics and firm performance: Effects of dynamic capabilities," Journal of Business Research, Elsevier, vol. 70(C), pages 356-365.
    7. Md. Farhan Haque & Ram Krishnan, 2021. "Toward Automated Cyber Defense with Secure Sharing of Structured Cyber Threat Intelligence," Information Systems Frontiers, Springer, vol. 23(4), pages 883-896, August.
    8. Amany Elbanna & Yogesh Dwivedi & Deborah Bunker & David Wastell, 2020. "The Search for Smartness in Working, Living and Organising: Beyond the ‘Technomagic’," Information Systems Frontiers, Springer, vol. 22(2), pages 275-280, April.
    9. Laurie J. Kirsch, 1996. "The Management of Complex Tasks in Organizations: Controlling the Systems Development Process," Organization Science, INFORMS, vol. 7(1), pages 1-21, February.
    10. Chung, Minjee & Ko, Eunju & Joung, Heerim & Kim, Sang Jin, 2020. "Chatbot e-service and customer satisfaction regarding luxury brands," Journal of Business Research, Elsevier, vol. 117(C), pages 587-595.
    11. Satyen Mukherjee, 2020. "Emerging Frontiers in Smart Environment and Healthcare – A Vision," Information Systems Frontiers, Springer, vol. 22(1), pages 23-27, February.
    12. Arpan Kumar Kar & Vigneswara Ilavarasan & M. P. Gupta & Marijn Janssen & Ravi Kothari, 2019. "Moving beyond Smart Cities: Digital Nations for Social Innovation & Sustainability," Information Systems Frontiers, Springer, vol. 21(3), pages 495-501, June.
    13. Valter Afonso Vieira & Marcos Inácio Severo Almeida & Raj Agnihotri & Nôga Simões De Arruda Corrêa Silva & S. Arunachalam, 2019. "In pursuit of an effective B2B digital marketing strategy in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1085-1108, November.
    14. Franz Lehner & Ronald K. Maier, 2000. "How Can Organizational Memory Theories Contribute to Organizational Memory Systems?," Information Systems Frontiers, Springer, vol. 2(3), pages 277-298, October.
    15. Zoubin Ghahramani, 2015. "Probabilistic machine learning and artificial intelligence," Nature, Nature, vol. 521(7553), pages 452-459, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xuequn Wang & Xiaolin Lin & Bin Shao, 2023. "Artificial intelligence changes the way we work: A close look at innovating with chatbots," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 74(3), pages 339-353, March.
    2. Lova Rajaobelina & Isabelle Brun & Nour Kilani & Line Ricard, 2022. "Examining emotions linked to live chat services: The role of e-service quality and impact on word of mouth," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 232-249, September.
    3. Kim, Hyojung & Park, Minjung, 2024. "When digital celebrity talks to you: How human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Elvira Ismagilova & Laurie Hughes & Nripendra P. Rana & Yogesh K. Dwivedi, 2022. "Security, Privacy and Risks Within Smart Cities: Literature Review and Development of a Smart City Interaction Framework," Information Systems Frontiers, Springer, vol. 24(2), pages 393-414, April.
    5. Darima Fotheringham & Michael A. Wiles, 2023. "The effect of implementing chatbot customer service on stock returns: an event study analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 802-822, July.
    6. Mariani, Marcello M. & Fosso Wamba, Samuel, 2020. "Exploring how consumer goods companies innovate in the digital age: The role of big data analytics companies," Journal of Business Research, Elsevier, vol. 121(C), pages 338-352.
    7. Del Barrio-García, Salvador & Kamakura, Wagner A. & Luque-Martínez, Teodoro, 2019. "A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices Across Industries," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 1-15.
    8. F. Olan & K. Spanaki & W. Ahmed & G. Zhao, 2025. "Enabling Explainable Artificial Intelligence capabilities in Supply Chain Decision Support Making," Post-Print hal-05018234, HAL.
    9. Al-Bakri Mohammad & Nazatul Aqilah Sutrisno & Tuan Sarifah Aini Syed Ahmad & Wan Admiza Wan Hassan & Siti Sara Ibrahim, 2025. "Positioning of Mosque Tourism Through Digitalization: A Case Study of Masjid Sri Sendayan Negeri Sembilan Malaysia," Information Management and Business Review, AMH International, vol. 17(1), pages 359-370.
    10. Masafumi Nakano & Akihiko Takahashi & Soichiro Takahashi, 2018. "State Space Approach to Adaptive Artificial Intelligence Modeling: Application to Financial Portfolio with Fuzzy System," CARF F-Series CARF-F-422, Center for Advanced Research in Finance, Faculty of Economics, The University of Tokyo.
    11. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    12. Stallen, Mirre & Smidts, Ale & Rijpkema, Mark & Smit, Gitty & Klucharev, Vasily & Fernández, Guillén, 2010. "Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 802-811, October.
    13. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    14. Funk, Daniel C. & Haugtvedt, Curtis P. & Howard, Dennis R., 2000. "Contemporary Attitude Theory in Sport: Theoretical Considerations and Implications," Sport Management Review, Elsevier, vol. 3(2), pages 125-144, November.
    15. Ryan Mullins & Raj Agnihotri, 2022. "Digital selling: organizational and managerial influences for frontline readiness and effectiveness," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 800-821, July.
    16. Christian Rammer & Gastón P Fernández & Dirk Czarnitzki, 2021. "Artificial Intelligence and Industrial Innovation: Evidence from Firm-Level Data," Working Papers of Department of Economics, Leuven 674605, KU Leuven, Faculty of Economics and Business (FEB), Department of Economics, Leuven.
    17. Jakina Debnam, 2017. "Selection Effects and Heterogeneous Demand Responses to the Berkeley Soda Tax Vote," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 99(5), pages 1172-1187.
    18. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    19. Li, Hui & Xu, Yunjie & Huang, Lihua, 2021. "When less is more? The contingent effect of product supply limitation in the release of new electronic products," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    20. Ahmad Ibrahim Aljumah & Mohammed T. Nuseir & Md. Mahmudul Alam, 2021. "Traditional marketing analytics, big data analytics and big data system quality and the success of new product development," Post-Print hal-03538161, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:infosf:v:26:y:2024:i:3:d:10.1007_s10796-021-10184-y. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.