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Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing

In: The Palgrave Handbook of Interactive Marketing

Author

Listed:
  • Guillermo Calahorra Candao

    (University of Zaragoza)

  • Carolina Herrando

    (University of Zaragoza)

  • María José Martín-De Hoyos

    (University of Zaragoza)

Abstract

Nowadays the online customer experience is shaped by relationships that are built using interactive technologies. Users can not only interact with other users or with the firm, but also with artificial-intelligence-powered agents such as virtual assistants, chatbots, or service robots. Consequently, interactive marketing goes a step further, despite the fact that any digital social interaction is based on three communication tools: text, sound, and image. This chapter, after reviewing the meaning and dimensionality of the emotion, explores interactive marketing experiences through text, sound, and image to finally, focus on virtual assistants and the role of anthropomorphic characteristics in the transmission of emotions. The contribution of this chapter is to provide an overview of the current state of research on the transmission of emotions through online interactive tools offering a variety of theories, studies, advances, and areas to be explored to serve as a starting point for researchers and practitioners.

Suggested Citation

  • Guillermo Calahorra Candao & Carolina Herrando & María José Martín-De Hoyos, 2023. "Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing," Springer Books, in: Cheng Lu Wang (ed.), The Palgrave Handbook of Interactive Marketing, chapter 0, pages 275-298, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-14961-0_13
    DOI: 10.1007/978-3-031-14961-0_13
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