Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/241710 
Erscheinungsjahr: 
2021
Quellenangabe: 
[Journal:] Journal of Open Innovation: Technology, Market, and Complexity [ISSN:] 2199-8531 [Volume:] 7 [Issue:] 2 [Publisher:] MDPI [Place:] Basel [Year:] 2021 [Pages:] 1-20
Verlag: 
MDPI, Basel
Zusammenfassung: 
This study describes the chatbot journey and focuses on its implementation within the digital marketing strategy in the first part of a company's sales funnel. The main goal was to apply a chatbot via Facebook Messenger supported by the ManyChat platform to increase the number of leads, comparing the chatbot with the previous strategy used by the company to obtain contact information. This research work takes a step further and shows that implementing a chatbot through the ManyChat platform by a company that markets online has a positive impact on the capturing of leads, as opposed to the results obtained by authors such as Luo et al. and Leung et al. A chatbot platform used with the intention of obtaining leads seems to be an agile and powerful tool; in fact; the main conclusion of this work is that including this method can be one of the main axes of obtaining information about consumers with the aim of performing marketing actions in a two-way communication that facilitates sales by companies.
Schlagwörter: 
chatbot
consumer perception
ManyChat
lead
lead magnet
Facebook
digital marketing
funnel
flow
Messenger
digital communication
Persistent Identifier der Erstveröffentlichung: 
Creative-Commons-Lizenz: 
cc-by Logo
Dokumentart: 
Article

Datei(en):
Datei
Größe
4.36 MB





Publikationen in EconStor sind urheberrechtlich geschützt.