Effectiveness of CHATBOT Advertising on Consumer Buying Decision: An Analytical Study | ||||
| Journal of Design Sciences and Applied Arts | ||||
| Article 5, Volume 3, Issue 2, June 2022, Page 74-87 PDF (1.26 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jdsaa.2022.121166.1158 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Bassant Eyada  ; Nashwa Ahmed
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| City University, College of Ajman, Ajman, UAE. | ||||
| Abstract | ||||
| Chatbot become popular now-a-days and catching audience`s attention as active of advertising attraction and communication tool. Advertisements in active websites respond intelligently like human, so the specific function for a Chatbot. This study addresses the effectiveness of design and functionality of a Chatbot in brand advertising mechanism to create eye flow in e-advertising ads entire web site, that can create ability for increasing positive buying decisions. Therefore, the authors will also focus on Chatbots could be usefulness and techniques used while designing a brand`s Chatbot. Qualitative and analysis data are conducting the results through the theory of grounded theory and the technology of acceptance model (TAM) which aims to explain the relationship between attitudes and behaviors within Sephora’s and Mastercard’s audience action as a study sampling, have a significant influence on perceived usefulness, perceived ease of use, attitude toward usage and intention to use. The data collected from literature study affinity diagramming and Atlas. ti, a software program for analyzing qualitative data. | ||||
| Keywords | ||||
| Chatbots; Brand personality; Buying Decision; The Grounded theory; The Technology of Acceptance Model | ||||
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