Chatbot advertising effectiveness: When does the message get through?

作者：

Highlights：

• Chatbots' helpfulness and usefulness negatively affect intrusiveness of chatbot ads.

• In turn, Facebook chatbot ads' perceived intrusiveness predict patronage intentions.

• However, message acceptance and product involvement explain this relationship\.

摘要

•Chatbots' helpfulness and usefulness negatively affect intrusiveness of chatbot ads.•In turn, Facebook chatbot ads' perceived intrusiveness predict patronage intentions.•However, message acceptance and product involvement explain this relationship\.

论文关键词：Chatbot advertising,Advertising effectiveness,Social networking sites,Chatbot,Social media advertising

论文评审过程：Received 11 October 2018, Revised 5 April 2019, Accepted 9 April 2019, Available online 11 April 2019, Version of Record 24 April 2019.

论文官网地址：https://doi.org/10.1016/j.chb.2019.04.009