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Article

Implementation of Chatbot in Online Commerce, and Open Innovation

1
Department of Economics and Business, Universidad de Almería, 04120 Almería, Spain
2
Faculty of Business and Communication, Universidad International de la Rioja, 26006 Logroño, Spain
*
Author to whom correspondence should be addressed.
J. Open Innov. Technol. Mark. Complex. 2021, 7(2), 125; https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020125
Received: 12 April 2021 / Revised: 29 April 2021 / Accepted: 30 April 2021 / Published: 5 May 2021
(This article belongs to the Special Issue Global Challenges of Digital Transformation of Markets (GDTM-2020))
This study describes the chatbot journey and focuses on its implementation within the digital marketing strategy in the first part of a company’s sales funnel. The main goal was to apply a chatbot via Facebook Messenger supported by the ManyChat platform to increase the number of leads, comparing the chatbot with the previous strategy used by the company to obtain contact information. This research work takes a step further and shows that implementing a chatbot through the ManyChat platform by a company that markets online has a positive impact on the capturing of leads, as opposed to the results obtained by authors such as Luo et al. and Leung et al. A chatbot platform used with the intention of obtaining leads seems to be an agile and powerful tool; in fact; the main conclusion of this work is that including this method can be one of the main axes of obtaining information about consumers with the aim of performing marketing actions in a two-way communication that facilitates sales by companies. View Full-Text
Keywords: chatbot; consumer perception; ManyChat; lead; lead magnet; Facebook; digital marketing; funnel; flow; Messenger; digital communication chatbot; consumer perception; ManyChat; lead; lead magnet; Facebook; digital marketing; funnel; flow; Messenger; digital communication
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MDPI and ACS Style

Illescas-Manzano, M.D.; Vicente López, N.; Afonso González, N.; Cristofol Rodríguez, C. Implementation of Chatbot in Online Commerce, and Open Innovation. J. Open Innov. Technol. Mark. Complex. 2021, 7, 125. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020125

AMA Style

Illescas-Manzano MD, Vicente López N, Afonso González N, Cristofol Rodríguez C. Implementation of Chatbot in Online Commerce, and Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity. 2021; 7(2):125. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020125

Chicago/Turabian Style

Illescas-Manzano, María D., Noé Vicente López, Nuno Afonso González, and Carmen Cristofol Rodríguez. 2021. "Implementation of Chatbot in Online Commerce, and Open Innovation" Journal of Open Innovation: Technology, Market, and Complexity 7, no. 2: 125. https://0-doi-org.brum.beds.ac.uk/10.3390/joitmc7020125

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