Fala com o meu BOT : experiência e interatividade no uso de chatbots como estratégia de marca

Abstract

The great challenge of the advertising market is its own reinvention and the re-signification of its media to reach the consumer more effectively. In this context, chatbots are an alternative that combines advertising with pervasive and interactive aspects, in order to bring the brands closer to a real dialogue with their audience, providing significant experiences to consumers. The present study refers to the use of chatbots as an engagement strategy with the target audience. This study seeks to answer the following question: how do interactions through conversational bots shape contemporary practices of trademarks in a digital social network? To do so, the methodology chosen for this exploratory and qualitative research has, for data collection, bibliographic research and documentary research, and for the analysis of the data collected, cartography. Cyber and pervasive advertising, human-centered marketing, interaction, interactivity, technologies of the imaginary, mediatization processes and mediated communication through digital media are the themes that permeate this study.