Digital Marketing in the New Era: Exploring the Affordances of Chatbots in Consumer Engagement and Brand Connection

Abstract

This article explores the evolving landscape of marketing and personalized communication in the digital era, with a particular focus on the affordances of chatbots as pivotal tools for businesses. As consumers increasingly turn to online platforms for information and purchasing decisions, chatbots have emerged as indispensable tools for enhancing customer engagement and delivering personalized experiences. While previous research has outlined the potential benefits and drawbacks of chatbots in marketing, a critical gap exists in understanding their context-specific impact on user perceptions and behaviors. To bridge this gap, this study adopts the affordance theory to investigate how chatbots offer unique affordances to users across various shopping scenarios. Through in-depth interviews with 10 participants spanning different fields and shopping contexts, this research delves into the intricate interplay between chatbots and users. The findings reveal that chatbots indeed provide interactive intelligence, improve user experiences through flexibility in time and place, and contribute to personalized interactions. Yet, specific technological attributes of chatbots, such as their capacity for emotional support and gender portrayals, can be both advantageous and limiting, contingent on the distinct needs of customers. This research underscores the importance of considering the nuanced context-specific interactions between chatbots and users, thus paving the way for a more comprehensive understanding of their multifaceted role in shaping consumer-company identification.