2022
DOI: 10.1016/j.jretai.2021.01.007
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The Future of Digital Communication Research: Considering Dynamics and Multimodality

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Cited by 60 publications
(49 citation statements)
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References 87 publications
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“…The research on retailer innovativeness focus on the value output and dynamic processes of retail innovation, such as its positive impact on satisfaction, trust, loyalty, word‐of‐mouth recommendation, and value co‐creation (Grewal et al, 2021; Kim et al, 2019; Konuk, 2019; O'Cass & Carlson, 2012). Although several studies have explored the relationship between the external anthropomorphic representations of chatbots and consumer behaviors, only a few reports have linked the intrinsic properties of chatbots with the perception of consumers' innovative experience in the context of AI anthropomorphic services.…”
Section: Literature Reviewmentioning
confidence: 99%
“…The research on retailer innovativeness focus on the value output and dynamic processes of retail innovation, such as its positive impact on satisfaction, trust, loyalty, word‐of‐mouth recommendation, and value co‐creation (Grewal et al, 2021; Kim et al, 2019; Konuk, 2019; O'Cass & Carlson, 2012). Although several studies have explored the relationship between the external anthropomorphic representations of chatbots and consumer behaviors, only a few reports have linked the intrinsic properties of chatbots with the perception of consumers' innovative experience in the context of AI anthropomorphic services.…”
Section: Literature Reviewmentioning
confidence: 99%
“…This is an important issue, that may reduce effectiveness of digital communications. Recent scientific studies suggest that video and audio content, as well as images tend to be particularly effective in engaging target audiences and influencing their behaviour [20]. In addition to that, diversity of communications tools and the content itself tends to increase engagement with the target audiences and attract attention of a broader range of stakeholders with variety of interests, tastes, and preferences [21].…”
Section: Discussionmentioning
confidence: 99%
“…However, with the rise of digital media and various features on digital platforms (Rangaswamy et al. , 2020), service users have been frequently exchanging images, video and audio recordings instead of plain text (Grewal et al. , 2021).…”
Section: Conceptual Backgroundmentioning
confidence: 99%
“…posting and replying) (Muntinga et al, 2011) and formats (e.g. text and video) (Grewal et al, 2021).…”
Section: Introductionmentioning
confidence: 99%