A NEW BUSINESS MARKETING TOOL: CHATBOT

Yıl 2020, Cilt: 3 Sayı: 1, 31 - 46, 15.09.2020

Ayşe Barış

https://doi.org/10.5281/zenodo.4030216

Öz

With the developing and fast converting technology, marketing strategies have also changed to fulfill the demands and needs of consumers. Recent advancements in AI and machine learning and worldwide acceptance of internet and messaging platforms have inspired companies to focus on chatbots. Chatbot can be defined as AI-based computer program that can talk to people and be inactive communication. They are also called as virtual assistants that understand human capabilities. According to recent data, chatbots are important for the brands to survive for the future. The main objective of the research is to find out how chatbots can contribute to business marketing strategies and how businesses should develop it so they can be used for communication with customers. The chatbot named Beauty gifter, created in 2017 by L'Oréal Paris, is selected as a case study. The results of the study shows that chatbots can be a great tool for customer communication but businesses should be paying a lot of attention to the customer’s mindset and develop chatbots by using AI more efficiently.

Anahtar Kelimeler

Artifical intelligence, Chatbots, Consumer Engagement, Marketing

Kaynakça

• Automat (2018). L'oréal Paris Case Study. [Online]. Available at: https://www.automat.ai/
• Arsenijevic U., Jovic M. (2019). Artificial Intelligence Marketing: Chatbots, 2019 International Conference on Artificial Intelligence: Applications and Innovations (IC-AIAI), Doı: https://doi.org/10.1109/IC-AIAI48757.2019.00010
• Batacharia B., Levy D., Catizone R., Krotov A, Wilks Y. (1999). Converse: a conversational companion, Machine Conversations, pp. 205-215.
• Bolton R. (2013). Understanding Generation Y and their use of social media: a review and research agenda. Journal of Service Management, 24 (3), pp. 245-267.
• Brandtzaeg P., Følstad A. (2017). Why people use chatbots, International Conference on Internet Science, Volume 25, Number 5, Page 38, DOI: 10.1145/3236669
• Broeck E., Zarouali B., Poels K. (2019). Chatbot advertising effectiveness: When does the message get through, Computers in Human Behavior, Volume: 98, P: 150-157.
• Crutzen R., Peters G.-J.Y., Portugal S.D., Fisser E.M, (2011). Grolleman artificially intelligent chat agent that answers adolescents: An exploratory study, Journal of Adolescent Health, 48 (2011), pp. 514-519.
• Chi, C., (2017). The 5 Best Messaging Apps for Marketing in 2017. [Online] Available at: https://blog.hubspot.com/marketing/best-messaging-apps-for-marketing.
• Chung, M., Ko, E., Joung, H., & Kim, S. J. (2019). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2018.10.004
• Forbes (2018). How Much Money Has Poured Into AI and Customer Experience? [Online]. Available at: https://www.forbes.com/sites/blakemorgan/2018/06/06/how-much-money-has-poured-into-ai-and-customer-experience/#53f8cb7f7ed2
• Forbes (2019). Chatbots a Powerful weapon in the business. [Online]. Available at: https://www.forbes.com/sites/forbestechcouncil/2018/08/29/ chatbots-a-powerful-weapon-in-the-business-arsenal/#41580cf64960
• Forbes (2019). The 9 Biggest Technology Trends That Will Transform Medicine And Healthcare In 2020. [Online]. Available at: https://www.forbes.com/sites/bernardmarr/2019/11/01/the-9-biggest-technology-trends-that-will-transform-medicine-and-healthcare-in-2020/#67c3b8472cd3
• Glavas C., Letheren K (2017). The disruptive technologies that will shape business in the years ahead. [Online] Available at: https://theconversation.com/the-disruptive-technologies-that-will-shape-business-in-the-years-ahead-53054
• Grand View Research (2017). Global Chatbot Market. [Online]. Available at: https://www.grandviewresearch.com/press-release/global-chatbot-market
• Hildebrand C., Bergner A. (2019). AI-Driven Sales Automation: Using Chatbots to Boost Sales, Institute of Marketing, DOI: https://doi.org/10.2478/nimmir-2019-0014.
• Hill, J., Ford, W. R., and Farreras, I. G. (2015). Real conversations with artificial intelligence: A comparison between human–human online conversations and human–chatbot conversations. Computers in Human Behavior, 49, 245–250.
• Huang J., Zhou M., Yan D. (2007). Extracting Chatbot Knowledge from Online Discussion Forums, IJCAI, Pages 423–428.
• Ikumoro, A. O., Jawad, M. S. (2019). Intention to Use Intelligent Conversational Agents in eCommerce among Malaysian SMEs, Use of Technology (UTAUT), and T-O-E. International Journal of Academic Research in Business and Social Sciences, 9(11), 205–235.
• Khan R, Das A. (2018). Build Better Chatbots: A complete guide to getting started with chatbots, California: Apress.
• Liddy, E.D. (2001). Natural Language Processing. In Encyclopedia of Library and Information Science, 2nd Ed. NY. Marcel Decker, Inc.
• Nguyen, X., Tran, H., Phan, H & Phan, T. (2020). Factors influencing customer satisfaction: The case of Facebook Chabot Vietnam.International Journal of Data and Network Science, 4(2), 167-178.
• Facebook Nielsen Study (2018). More Than a Message: The Evaluation of Conversation. [Online]. Available at: https://www.facebook.com/business/news/insights/more-than-a-message-the-evolution-of-conversation
• Shawar, B.A., & Atwell, E. (2007). Chatbots: Are they Really Useful?, LDV Forum, 22, 29-49.
• Spychalska D. (2019). How chatbots influence marketing, Management, Vol. 23, No. 1, DOI: 10.2478/manment-2019-0015.
• Völkle, C., & Planing, P. (2019). Digital Automation of Customer Contact Processes – an Empirical Research on Customer Acceptance of different Chatbot Use-cases.
• Weizenbaum J. (1966). ELIZA--A Computer Program For the Study of Natural Language Communication Between Man and Machine, Communications of the ACM Volume 9, Number 1, p:36-35.