IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-031-14961-0_9.html
   My bibliography  Save this book chapter

The Role of Artificial Intelligence in Interactive Marketing: Improving Customer-Brand Relationship

In: The Palgrave Handbook of Interactive Marketing

Author

Listed:
  • Wajeeha Aslam

    (IQRA University)

  • Kashif Farhat

    (Higher Colleges of Technology)

Abstract

The chapter discusses the role of artificial intelligence (AI)-powered chatbot’s service quality dimensions in developing customer-brand relationship and their impact on electronic word-of-mouth (e-WOM) (i.e. response) in improving interactive marketing. The chapter explains the relationships by considering the stimulus-organism-response (S-O-R) theory and confirms its applicability of it in the context of service by chatbots. The findings have confirmed that chatbot service quality dimensions (i.e. assurance, reliability, interactivity, understandability, and responsiveness) play a critical role in building a relationship with customers, and customer-brand relationship encourages customers to involve in e-WOM that ultimately improves interactive marketing. The chapter offers critical insights to the businesses to enjoy the benefits of AI in the field of interactive marketing and offer numerous theoretical and practical contributions. The chapter contends that user experience can be enhanced by considering the elements of chatbot service quality dimensions.

Suggested Citation

  • Wajeeha Aslam & Kashif Farhat, 2023. "The Role of Artificial Intelligence in Interactive Marketing: Improving Customer-Brand Relationship," Springer Books, in: Cheng Lu Wang (ed.), The Palgrave Handbook of Interactive Marketing, chapter 0, pages 199-217, Springer.
  • Handle: RePEc:spr:sprchp:978-3-031-14961-0_9
    DOI: 10.1007/978-3-031-14961-0_9
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:sprchp:978-3-031-14961-0_9. 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.

    We have no bibliographic references for this item. You can help adding them by using 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.