How may I help you? : driving brand engagement through the warmth of an initial chatbot message
Alexander J. Kull, Marisabel Romero, Lisa Monahan
| Year of publication: |
2021
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|---|---|
| Authors: | Kull, Alexander J. ; Romero, Marisabel ; Monahan, Lisa |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 135.2021, p. 840-850
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| Subject: | Artificial intelligence | Digital marketing | Brand relationships | Brand–self distance | Stereotype content model | Virtual agent | Künstliche Intelligenz | Markenführung | Brand management | Online-Marketing | Internet marketing | Social Web | Social web | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.03.005 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012648319