Voice marketing: voice assistants as tools for marketing communication
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Bamberg
2025
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| Schlagworte: | |
| Online-Zugang: | Volltext Volltext Inhaltsverzeichnis |
| Beschreibung: | XX, 208 Seiten Diagramme |
| DOI: | 10.20378/irb-106002 |
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Contents 11 Contents Abbreviations IV Figures VI Tables VIII 1. Introduction 1 1.1 The era of voice 2 1.2 Embedding voice marketing into the marketing discipline 5 1.3 Academic and managerial relevance of voice marketing 8 1.4 Research obj ecti ves of the dissertation 1.5 Structure of the dissertation 13 14 2. Analyzing and structuring voice marketing as a research field 17 2.1 18 Research objective 2.2 Quantitative bibliometric analysis 19 2.2.1 22 Data analysis 2.2.1.1 Term co-occurrence analysis 22 2.2.1.2 Keyword co-occurrence analysis 25 2.2.2 Research results 31 2.3 33 Qualitative semi-systematic literature review 2.3.1 Designing the literature review 34 2.3.2 Conducting the literature review 35 2.3.3 Analyzing the selected literature 37 2.3.4 Analysis results 43 2.4 Combining the results of the hybrid review 45 2.4.1 The structure of the research field of voice marketing 45 2.4.2 Future research directions for the voice-marketing research field 46 2.4.2.1 Research directions for the strategy dimension 47 2.4.2.2 Research directions for the usage dimension 48 2.4.2.3 Research directions for the device dimension 50 2.4.3 Summary of the research results 52 2.5 Discussion 54 2.5.1 Theoretical contributions 2.5.2 Managerial implications 54 56
Contents I Π 2.5.3 Limitations and directions of future research 57 2.6 Conclusion 59 3. Capturing the distinctiveness of voice-marketing communication 61 3.1 Research objective 3.2 Literature review 3.2.1 Social response theory 3.2.2 Introduction to ΑΙ-based communication 3.2.3 Relational components of ΑΙ-based communication 3.2.4 Functional components of ΑΙ-based communication 3.3 Conceptual-model development 3.3.1 Communicative behaviors 3.3.2 Perceptions of conversational agents 3.3.3 Relational mediators 3.3.4 Relational outcomes 3.3.5 Control variables 3.3.6 Proof of concept 3.3.7 Measurements and scales 3.4 Empirical study 3.4.1 Research design 3.4.1.1 Developing the fictional-brand stimulus 3.4.1.2 Structure of the questionnaire 3.4.1.3 Sample 3.4.2 Data analysis 3.4.2.1 Data analysis to address research question 1 3.4.2.2 Data analysis to address research question 2 3.4.3 Summary of the research results 3.5 Discussion 3.5.1 Theoretical contributions 3.5.2 Managerial implications 3.5.3 Limitations and directions of future research 3.6 Conclusion 62 63 64 65 66 67 68 69 69 70 71 72 74 74 76 76 76 79 81 83 85 93 98 101 101 103 105 107 4. Exploring the marketing effects of voice assistant third-party skills 109 4.1 4.2 4.2.1 4.2.2 110 111 112 114 Research objective Review of technology-acceptance and adoption models Determining the most suitable technology-adoption model for our study The value-based adoption model
Contents I III 4.3 119 Conceptual-model development 4.3.1 Company interviews to determine pursued marketing effects 119 4.3.2 Hypotheses 125 4.4 Empirical study 129 4.4.1 Research design 130 4.4.1.1 Developing and testing the stimulus 13 0 4.4.1.2 Structure of the questionnaire 131 4.4.2 Data analysis 132 4.4.2.1 Pre-tests 132 4.4.2.2 Study 1: Comparison across industry sectors 137 4.4.2.3 Study 2: Comparison across countries 144 4.4.3 Summary of the research results 152 4.5 Discussion 157 4.5.1 157 Theoretical contributions 4.5.2 Managerial implications 158 4.5.3 Limitations and directions of future research 160 4.6 Conclusion 161 5. Summary and outlook 163 5.1 Research summary 163 5.2 Academic research contributions 166 5.3 Managerial research implications 168 5.4 Limitations and future research directions 170 5.5 Outlook 173 References 177 Appendix IX i |
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| spelling | Hilgert, Hannah 19XX- Verfasser (DE-588)1356546730 aut Voice marketing voice assistants as tools for marketing communication von Hannah Hilgert Bamberg 2025 XX, 208 Seiten Diagramme txt rdacontent n rdamedia nc rdacarrier Dissertation Otto-Friedrich-Universität Bamberg 2024 Marketing (DE-588)4037589-4 gnd rswk-swf Sprachassistent (DE-588)1230901256 gnd rswk-swf Mensch-Maschine-Kommunikation (DE-588)4125909-9 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Marketing (DE-588)4037589-4 s Sprachassistent (DE-588)1230901256 s Mensch-Maschine-Kommunikation (DE-588)4125909-9 s DE-604 Erscheint auch als Online-Ausgabe 10.20378/irb-106002 urn:nbn:de:bvb:473-irb-1060025 https://doi.org/10.20378/irb-106002 Verlag kostenfrei Volltext https://nbn-resolving.org/urn:nbn:de:bvb:473-irb-1060025 Resolving-System kostenfrei Volltext Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=035505593&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hilgert, Hannah 19XX- Voice marketing voice assistants as tools for marketing communication Marketing (DE-588)4037589-4 gnd Sprachassistent (DE-588)1230901256 gnd Mensch-Maschine-Kommunikation (DE-588)4125909-9 gnd |
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| title | Voice marketing voice assistants as tools for marketing communication |
| title_auth | Voice marketing voice assistants as tools for marketing communication |
| title_exact_search | Voice marketing voice assistants as tools for marketing communication |
| title_full | Voice marketing voice assistants as tools for marketing communication von Hannah Hilgert |
| title_fullStr | Voice marketing voice assistants as tools for marketing communication von Hannah Hilgert |
| title_full_unstemmed | Voice marketing voice assistants as tools for marketing communication von Hannah Hilgert |
| title_short | Voice marketing |
| title_sort | voice marketing voice assistants as tools for marketing communication |
| title_sub | voice assistants as tools for marketing communication |
| topic | Marketing (DE-588)4037589-4 gnd Sprachassistent (DE-588)1230901256 gnd Mensch-Maschine-Kommunikation (DE-588)4125909-9 gnd |
| topic_facet | Marketing Sprachassistent Mensch-Maschine-Kommunikation Hochschulschrift |
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