Purpose: This paper aims to develop a novel and generalizable machine-learning based method of measuring established marketing constructs through passive analysis of consumer-generated textual data. The authors term this method scale-directed text analysis. Design/methodology/approach: The...

Purpose: Brands are increasingly considering the use of chatbots to supplement, or even replace, humans in service interactions. Like humans, chatbots can follow certain service scripts in their encounters, which can subsequently determine the customer experience. Service scripts are verbal...