Izvorni znanstveni članak

THE INFLUENCE OF CHATBOTS ON ADVERTISING CAMPAIGN PERFORMANCE

Petra Zečević ; University North, Jurja Križanića 31b, 42000 Varaždin, Croatia
Anica Hunjet orcid.org/0000-0003-1679-4573 ; University North, Jurja Križanića 31b, 42000 Varaždin, Croatia
Dijana Vuković orcid.org/0000-0003-2900-1210 ; University North, Jurja Križanića 31b, 42000 Varaždin, Croatia

Sažetak

Contemporary markets are oversaturated with ads, and increasingly so. The research literature indicates that a completely new era of communication has begun. The changing trends have transformed marketing and advertising. The techniques that dominated the market ten years ago, such as search engine optimization (SEO), search engine marketing (SEM), social media advertising (SMA), etc. are now referred to as the traditional media. The paper looks at the most recent advances in technology and explores how the emergence of artificial intelligence and AI-powered tools and solutions has changed the digital advertising landscape in the context of digital transformation. The paper focuses on one such driver of change – a chatbot, an automated chat system that collects data based on users’ online behaviour. Chatbots have become a powerful tool for marketers who use them to engage in a conversation with users in order to promote their products and services in a less intrusive and more natural manner. While chatbot use is on the rise worldwide, the extant literature does not provide a clear picture of the situation in Croatia. To fill this literature gap, the present paper aims to examine the relationship between chatbot advertising and campaign outcomes, and demonstrate the effectiveness of this advertising method.

Ključne riječi

chatbot; artificial intelligence; Facebook application; communication with clients; digital trend

Hrčak ID:

236215

URI

https://hrcak.srce.hr/236215

Datum izdavanja:

15.3.2020.

Podaci na drugim jezicima: hrvatski

Posjeta: 3.280 *