Chatbots in Marketing: A Literature Review Using Morphological and Co-Occurrence Analyses

IF 6.8 1区 管理学 Q1 BUSINESS
A. Ramesh, Vaibhav Chawla
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引用次数: 15

Abstract

Chatbots have become common in marketing-related applications, providing 24/7 service, engaging customers in humanlike conversation, and reducing employee workload in handling customer calls. However, the academic literature on the use of chatbots in marketing remains sparse and scattered across disciplines. The present study combines morphological analysis and co-occurrence analysis to bring structure to this area and to identify relevant research gaps. Morphological analysis divides a problem into pertinent and clearly distinguishable components, namely dimensions (at an abstract level) and variants (at a concrete level). A Zwicky box (a cross-variant matrix of dimensions) is then constructed to identify future research opportunities. Here, the authors obtain 11 dimensions and 264 variants. To eliminate inconsistent configurations (i.e., combinations of variants across dimensions), they perform a cross-consistency assessment and identify potential research gaps. To increase objectivity in the selection of relevant gaps, the authors use VOSviewer software to conduct a co-occurrence analysis of the variants.
市场营销中的聊天机器人:基于形态学和共现分析的文献综述
聊天机器人在营销相关应用程序中变得很常见,提供全天候服务,让客户参与人性化的对话,并减少员工处理客户电话的工作量。然而,关于聊天机器人在营销中的使用的学术文献仍然很少,而且分散在各个学科中。本研究将形态学分析和共现分析相结合,为该领域带来结构,并找出相关的研究空白。形态学分析将一个问题划分为相关的、可清晰区分的组成部分,即维度(在抽象层面)和变体(在具体层面)。然后构建Zwicky盒(维度的交叉变量矩阵),以确定未来的研究机会。在这里,作者获得了11个维度和264个变体。为了消除不一致的配置(即跨维度的变体组合),他们进行了交叉一致性评估,并确定了潜在的研究差距。为了增加选择相关差距的客观性,作者使用VOSviewer软件对变体进行共现分析。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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