Publication: The Evolution of Marketing in the Context of Voice Commerce: A Managerial Perspective
The Evolution of Marketing in the Context of Voice Commerce: A Managerial Perspective
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Mari, A., Mandelli, A., & Algesheimer, R. (2020). The Evolution of Marketing in the Context of Voice Commerce: A Managerial Perspective. In F. F.-H. Nah & K. Siau (Eds.), HCI in Business, Government and Organizations (No. 12204; Issue 12204, pp. 405–425). Springer International Publishing. https://doi.org/10.1007/978-3-030-50341-3_32
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The world is confronted with the rise of voice assistants, increasingly used for shopping activities. This paper examines managers' perceptions of the evolution of voice assistants and their potential effects on the marketing practice. Shopping-related voice assistants are likely to radically change the way consumers search and purchase products with severe impact on brands. However, the behavior of these AI-enabled machines represents a "black box" for brand owners. The study of the managers' interpretation of a voice-enabled marketp
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- Mari, Alex
- Mandelli, Andreina
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Mari, A., Mandelli, A., & Algesheimer, R. (2020). The Evolution of Marketing in the Context of Voice Commerce: A Managerial Perspective. In F. F.-H. Nah & K. Siau (Eds.), HCI in Business, Government and Organizations (No. 12204; Issue 12204, pp. 405–425). Springer International Publishing. https://doi.org/10.1007/978-3-030-50341-3_32