Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

The Chatbot Revolution: Companies and Consumers in a New Digital Age

The Chatbot Revolution: Companies and Consumers in a New Digital Age

The chatbot revolution: companies and consumers in a new digital age
Ahmed Shaalan Marwa E. Tourky Khaled Ibrahim

Introduction to Chatbots

Chatbots have undergone rapid evolution since the first software was developed in the 1960s (Weizenbaum, 1966). Seen as sophisticated commercial devices, they are used in increasing numbers by corporations and consumers. Thus, the boundaries between human and artificial intelligence have diminished and the field of human–machine interaction has captured the attention of practitioners, investors and academics. As machines are mediating the digital world, this reconstructs the cognitive sphere between humans and androids. Chatbots are a thought-provoking area within human–machine interactions, as ...

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