The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day uncertain. Severin Dennhardt shows that social media...

The advancement of conversational AI techniques is driving the rise of chatbot applications in various fields. Pioneering business studies have examined the effects of functional chatbots for specific business tasks, such as customer service. This study extends the business literature by...