TY - GEN
T1 - The Role of a Chabot Personality in the Attitude of Consumers Towards a Banking Brand
AU - Palomino-Navarro, Natalia
AU - Arbaiza, Francisco
N1 - Publisher Copyright:
© 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2022
Y1 - 2022
N2 - In recent years, it has been seen that brands have opted to implement chatbots as part of their digital customer service channels, especially since they can be hosted on social networks such as Facebook Messenger and WhatsApp. Although the use of this has become widespread, users perceive them as inefficient and of little credibility. The design of the personality of a chatbot arises as an alternative for the brand to generate a more human interaction with the user and show its brand values to generate a positive experience. In addition, a projected growth of the business value of chatbots for brands of 3.9 trillion dollars is estimated by 2022. For this reason, knowing how brands can rely on the correct implementation of the personality of a chatbot creating a positive influence on its users is important in a growing industry. The present research seeks to know how the personality of the chatbot influences the formation of consumer attitudes towards a brand. This exploratory study used a qualitative methodology of phenomenological design with young adults from Lima. Subsequently, it was analyzed through descriptive coding. It was found that the social dynamics, the social role and the physique of the chatbot are the aspects that influence the attitude towards the brand and generate a feeling of trust and closeness between the chatbot and the brand.
AB - In recent years, it has been seen that brands have opted to implement chatbots as part of their digital customer service channels, especially since they can be hosted on social networks such as Facebook Messenger and WhatsApp. Although the use of this has become widespread, users perceive them as inefficient and of little credibility. The design of the personality of a chatbot arises as an alternative for the brand to generate a more human interaction with the user and show its brand values to generate a positive experience. In addition, a projected growth of the business value of chatbots for brands of 3.9 trillion dollars is estimated by 2022. For this reason, knowing how brands can rely on the correct implementation of the personality of a chatbot creating a positive influence on its users is important in a growing industry. The present research seeks to know how the personality of the chatbot influences the formation of consumer attitudes towards a brand. This exploratory study used a qualitative methodology of phenomenological design with young adults from Lima. Subsequently, it was analyzed through descriptive coding. It was found that the social dynamics, the social role and the physique of the chatbot are the aspects that influence the attitude towards the brand and generate a feeling of trust and closeness between the chatbot and the brand.
KW - Advertising
KW - Brand attitude
KW - Chatbot
KW - Personality
KW - Virtual assistant
UR - https://www.scopus.com/pages/publications/85130292331
U2 - 10.1007/978-3-031-04826-5_39
DO - 10.1007/978-3-031-04826-5_39
M3 - Contribución a la conferencia
AN - SCOPUS:85130292331
SN - 9783031048258
T3 - Lecture Notes in Networks and Systems
SP - 390
EP - 400
BT - Information Systems and Technologies - WorldCIST 2022
A2 - Rocha, Alvaro
A2 - Adeli, Hojjat
A2 - Dzemyda, Gintautas
A2 - Moreira, Fernando
PB - Springer Science and Business Media Deutschland GmbH
T2 - 10th World Conference on Information Systems and Technologies, WorldCIST 2022
Y2 - 12 April 2022 through 14 April 2022
ER -