| dc.description.abstract | This paper aims at defining the effect that different types of personality
given to chatbots may have on the brand resonance in consumer’s mind. In the
current context of quick development of conversational marketing solutions, and
particularly chatbots, managers should precisely understand how to build these
tools in order to seize consumer’s attention and build positive consumer experience
(Ogilvy, 2016). Using the definition of brand resonance and its four dimensions
(Keller, 2003) – behavioural loyalty, attitudinal attachment, sense of community
and active engagement - we tested which personality chatbots should be built with
to enhance resonance in the mind of users. Furthermore, we defined the scope of
personality as follows: chatbots’ idiomatic as well as physical features that the bot
displays and its name (mentioned later as the face of the chatbot). This thesis
explores the main hypothesis that a human-type personality is critical for a
chatbot to boost the brand resonance, and is divided in four sub-hypotheses to
test. Each sub-hypothesis meant to test the impact of chatbot’s personality on one
particular dimension of brand resonance.
Our study shows the following main findings: there are significant proofs
that building a chatbot with a human idiomatic nature is efficient to strengthen
behavioural loyalty, attitudinal attachment as well as active engagement, and thus
brand resonance itself. On the other hand, our results could not confirm if the
chatbot’s face had any effect on the brand resonance. | nb_NO |
