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aiWOM: Artificial Intelligence Word-of-Mouth. Conceptualizing Consumer-to-AI Communication

Tassiello, V, Amatulli, C, Tillotson, JS and Laker, B (2024) aiWOM: Artificial Intelligence Word-of-Mouth. Conceptualizing Consumer-to-AI Communication. International Journal of Human-Computer Interaction. ISSN 1044-7318

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The advent of innovative technologies with installed artificial intelligence (AI) has raised the need to understand evolutive consumers’ behaviours. The dyadic communicative experience between consumers and technological artifacts with programmed social humanoid features shed the light on the emergence of an adaptative form of word-of-mouth (WOM) and that we label as “AI word-of-mouth” (aiWOM). We argue that there is a need for defining and investigating aiWOM as an emerging phenomenon which derive but diverge from WOM. Our conceptualization suggests that the communication interaction between consumers and AI technologies produce new consumers’ behaviors and psychological reactions.

Item Type: Article
Uncontrolled Keywords: 08 Information and Computing Sciences; 16 Studies in Human Society; Human Factors
Subjects: H Social Sciences > HF Commerce > HF5001 Business
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Business & Management (from Sep 19)
Publisher: Taylor and Francis Group
SWORD Depositor: A Symplectic
Date Deposited: 13 May 2024 11:08
Last Modified: 13 May 2024 11:15
DOI or ID number: 10.1080/10447318.2024.2349362
URI: https://researchonline.ljmu.ac.uk/id/eprint/23245
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