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EMAC 2019 Annual Conference

Hi Alexa! Robotic word-of-mouth and motives to talk with a conversational agent

Published: May 28, 2019


Vito Tassiello, Liverpool Business School, John Moores University; Matteo De Angelis, Luiss University; Cesare Amatulli, University of Bari


robotic word-of-mouth; conversational agents; consumer behaviour


The advent of smart speakers with embedded conversational agents (CAs) such as Alexa and Siri leads consumers to engage in a new form of word-of-mouth, which we label robotic word-of-mouth (rWOM). This research aims to define what rWOM is and conceptualize the motives that encourage consumers to engage in rWOM. We propose that rWOM can be driven by functional, psychological and cognitive motives.