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Digital corporate communication and voice communication

In: Handbook on Digital Corporate Communication

Author

Listed:
  • Alex Mari
  • Andreina Mandelli
  • René Algesheimer

Abstract

Artificial intelligence (AI) enables corporate communicators to effectively reach stakeholders through the systematic collection of information, identification of patterns, and prediction of future behaviours. Voice assistants (VAs) such as Amazon Alexa and Google Home represent the fastest-growing AI-based technology across diverse geographical regions and languages. Such emerging voice-enabled agents offer novel communication and relational opportunities within, between, and beyond organisations. Following this rapid diffusion, many companies are launching voice-based initiatives driven by digital corporate communication (DCC) objectives. However, the unique characteristics of voice are likely to challenge traditional DCC principles. Drawing on in-depth interviews and rich archival data, this research introduces the digital voice communication (DVC) framework showing (i) how voice-based corporate communication initiatives generate value for organisations and (ii) how corporate communication, marketing, and commerce goals converge in the voice environment. Furthermore, this chapter critically examines the changes introduced by VAs while discussing threats and opportunities for organisations.

Suggested Citation

  • Alex Mari & Andreina Mandelli & René Algesheimer, 2023. "Digital corporate communication and voice communication," Chapters, in: Vilma Luoma-aho & Mark Badham (ed.), Handbook on Digital Corporate Communication, chapter 24, pages 343-355, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:20979_24
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    Cited by:

    1. Mari, Alex & Mandelli, Andreina & Algesheimer, René, 2024. "Empathic voice assistants: Enhancing consumer responses in voice commerce," Journal of Business Research, Elsevier, vol. 175(C).

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