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- W4293203585 abstract "Marketing communication is central to the success of any organisation. To communicate and engage customers effectively, organisations like SMEs need to adopt novel technology. Artificial intelligence, though not new, has brought about the emergence of chatbots, which big organisations have largely adopted. However, literature has shown that SMEs are lagging in the adoption of chatbots as most previous studies were also conducted among large organisations. Hence, this study proposes a conceptual framework based on an integrated Technology-Organisation-Environment Model to predict the adoption of chatbots among SMEs. The proposed framework consists of the technology acceptance model core variables, perceived technology security, perceived organisational resources, pressure from customers and competitors, small and medium enterprise organisational culture, and anthropomorphism. Though previous studies have used this framework to predict the adoption of technology, the novelty of this study is its usage among SMEs to adopt chatbots and the moderating roles of organisational culture and anthropomorphism. The study offers some insights to both academics and practitioners." @default.
- W4293203585 created "2022-08-27" @default.
- W4293203585 creator A5055404108 @default.
- W4293203585 creator A5087819044 @default.
- W4293203585 date "2022-01-01" @default.
- W4293203585 modified "2023-10-16" @default.
- W4293203585 title "SMEs’ Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy" @default.
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- W4293203585 doi "https://doi.org/10.1007/978-3-030-95581-6_2" @default.
- W4293203585 hasPublicationYear "2022" @default.
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