Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing

Guillermo Calahorra Candao, Carolina Herrando () and María José Martín- De Hoyos ()
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Guillermo Calahorra Candao: University of Zaragoza
Carolina Herrando: University of Zaragoza
María José Martín- De Hoyos: University of Zaragoza

Chapter Chapter 13 in The Palgrave Handbook of Interactive Marketing, 2023, pp 275-298 from Springer

Abstract: Abstract Nowadays the online customer experience is shaped by relationships that are built using interactive technologies. Users can not only interact with other users or with the firm, but also with artificial-intelligence-powered agents such as virtual assistants, chatbots, or service robots. Consequently, interactive marketing goes a step further, despite the fact that any digital social interaction is based on three communication tools: text, sound, and image. This chapter, after reviewing the meaning and dimensionality of the emotion, explores interactive marketing experiences through text, sound, and image to finally, focus on virtual assistants and the role of anthropomorphic characteristics in the transmission of emotions. The contribution of this chapter is to provide an overview of the current state of research on the transmission of emotions through online interactive tools offering a variety of theories, studies, advances, and areas to be explored to serve as a starting point for researchers and practitioners.

Keywords: Emotions; Interactive marketing; Artificial intelligence; Anthropomorphism; Virtual assistants (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-14961-0_13

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DOI: 10.1007/978-3-031-14961-0_13

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