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Ramesh, Aishwarya; Chawla, Vaibhav
Journal of interactive marketing, 08/2022, Letnik: 57, Številka: 3Journal Article
Chatbots have become common in marketing-related applications, providing 24/7 service, engaging customers in humanlike conversation, and reducing employee workload in handling customer calls. However, the academic literature on the use of chatbots in marketing remains sparse and scattered across disciplines. The present study combines morphological analysis and co-occurrence analysis to bring structure to this area and to identify relevant research gaps. Morphological analysis divides a problem into pertinent and clearly distinguishable components, namely dimensions (at an abstract level) and variants (at a concrete level). A Zwicky box (a cross-variant matrix of dimensions) is then constructed to identify future research opportunities. Here, the authors obtain 11 dimensions and 264 variants. To eliminate inconsistent configurations (i.e., combinations of variants across dimensions), they perform a cross-consistency assessment and identify potential research gaps. To increase objectivity in the selection of relevant gaps, the authors use VOSviewer software to conduct a co-occurrence analysis of the variants.
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Dostop do baze podatkov JCR je dovoljen samo uporabnikom iz Slovenije. Vaš trenutni IP-naslov ni na seznamu dovoljenih za dostop, zato je potrebna avtentikacija z ustreznim računom AAI.
Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Baze podatkov, v katerih je revija indeksirana
Ime baze podatkov | Področje | Leto |
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Povezave do osebnih bibliografij avtorjev | Povezave do podatkov o raziskovalcih v sistemu SICRIS |
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Vir: Osebne bibliografije
in: SICRIS
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