Pregledni rad
COMPARISON OF ADVANTAGES AND DISADVANTAGES OF CHATBOTS IN MARKETING COMMUNICATION - USING THE METHOD OF SYSTEMATIC LITERATURE REVIEW
Maja Križanec Cvitković
orcid.org/0009-0007-7910-3764
; University North, Department for media and communication, Trg dr. Žarka Dolinara 1, 48000 Koprivnica, Croatia
Ana Globočnik Žunac
; University North, Department for Logistics and Sustainable Mobility, Trg dr. Žarka Dolinara 1, 48000 Koprivnica, Croatia
Ivana Martinčević
orcid.org/0000-0002-9154-4331
; University North, Department for Logistics and Sustainable Mobility, Trg dr. Žarka Dolinara 1, 48000 Koprivnica, Croatia
Sažetak
Advances in digital marketing have brought significant changes in the way companies promote their products and services. Chatbots have become a valuable tool in digital marketing. The aim of this paper is to research the advantages and disadvantages of chatbot communication in the field of digital marketing. The research is directed towards the analysis of chatbots which should improve user experience, increase user engagement as well as identify challenges and limitations that may arise by using them. Databases are investigated by using the methodological approach of systematic literature review (SLR) Scopus and Web of Science. The conducted search analyses identified literature related to chatbot communication in digital marketing. SLR approach ensures objectivity, systematicity, and reliability in the collection of information and research results, which contributes to existing knowledge about the application of chatbots in digital marketing and provides guidelines for their optimal use to achieve marketing goals. The review of analysed and compared scientific achievements provides a systematic presentation as a fundamental starting point for any scientific discussion in this sense, and the initiation of a more comprehensive scientific research study. Since development of digital marketing communication is expected to go in this direction, systematic review and future research are important.
Ključne riječi
chatbots; digital marketing; SLR; systematic literature review; marketing communication
Hrčak ID:
329005
URI
Datum izdavanja:
6.3.2025.
Posjeta: 1.965 *