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The power of bots: The benefits and pitfalls of automation in corporate communications

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  • Brachten, Florian
  • Stieglitz, Stefan
  • Berger, Karen

Abstract

Automatisierung verändert Schritt für Schritt die Arbeitsweise von Kommunikationsabteilungen. Die Communication Insights "The power of bots" fasst die Ergebnisse des Forschungsprojekts der Universität Duisburg-Essen zusammen. Dabei geht es vor allem um zwei Schwerpunkte: CHATBOTS: Welche Potenziale haben automatisierte Anwendungen für Kommunikationsabteilungen? Wie können Chatbots aufgesetzt bzw. verbessert werden? (technische Infrastruktur, Programmierung, etc.) Welche Hürden müssen überwunden werden? (Datenverfügbarkeit, Anwendungsfehler, etc.) SOCIAL BOTS: Inwiefern versuchen Social Bots die Kommunikation von Unternehmen in sozialen Medien zu beeinflussen? Hierzu wurden erstmalig Millionen von Postings zu den DAX30-Unternehmen auf Twitter, Facebook und YouTube auf Bot-Aktivitäten analysiert. Wie können Kommunikationsabteilungen mit dieser Bedrohung umgehen? Welche rechtlichen Rahmenbedingungen gibt es?

Suggested Citation

  • Brachten, Florian & Stieglitz, Stefan & Berger, Karen, 2020. "The power of bots: The benefits and pitfalls of automation in corporate communications," Communication Insights 9, Academic Society for Management & Communication – An initiative of the Günter Thiele Foundation, Leipzig.
    • Handle: RePEc:zbw:agukci:9
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    References listed on IDEAS

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    1. Florian Brachten & Felix Brünker & Nicholas R. J. Frick & Björn Ross & Stefan Stieglitz, 2020. "On the ability of virtual agents to decrease cognitive load: an experimental study," Information Systems and e-Business Management, Springer, vol. 18(2), pages 187-207, June.
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