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EMAC 2020 Regional Conference


Exploring the implications of Consumer Use of Voice Search Technology on Marketing Practice
(R2020-85040)

Published: September 16, 2020

AUTHORS

Janina Zarbock, Griffith College Dublin; Mary Loonam, Technological University Dublin

KEYWORDS

consumer behaviour; voice search technology; smart assistant modality

ABSTRACT

The purpose of this conceptual paper is to explore the implications of consumer use of voice search technology on marketing practice. Voice search technology essentially allows consumers to search the internet or apps via voice command for products and therefore heralds a change in online consumer search behaviour. Notably differences include a shift from typed to spoken queries consisting of key sentences rather than keywords and the tendency to use unbranded, and near me search (Chatmeter, 2018b). The literature base consists mainly of practitioner press making predictions about the future of voice search technology. This paper adds to knowledge on