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EMAC 2020 Annual Conference

Chatbots in Marketing - A morphology of literature

Published: May 27, 2020


Aishwarya Ramesh, Indian Institute of Technology, Madras ; Vaibhav Chawla, Indian Institute of Technology, Madras


Chatbots; Morphology; Literature Review


The prevalence of chatbots in marketing related functions has been on the raise as they are capable of providing 24/7 service and reducing employee workload in handling customer calls. However, the academic literature on chatbots in marketing has been sparse and scattered. As a way of structuring and compiling the existing literature, morphological analysis was performed. Morphological Analysis involves dividing the whole problem into pertinent but clearly distinguishable components such as dimensions (At a higher level) and variants (At a smaller level) and studying the interaction between the variants. In this study, a total of 11 dimensions and 296 variants were obtained. To eliminate inconsistent configurations, a cross-consistency assessment was performed. A representation of the option spaces has been given in the article.