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Research Article Open access CC BY 4.0

The Impact, Comparison and Usefulness of Digital Marketing Communications Tools on Organizational Profit Maximization Using Facebook

Kenneth, Ovuakporaye

Asian Journal of Research in Computer Science · pp. 46–64 · Published 23 May 2022

10.9734/ajrcos/2022/v13i430321

Abstract

The importance of Chatbots in marketing, particularly in employment or training progressions and maintenance for definite promotional goals, tools as well as approaches was examined in this study. The study seeks to ascertain the opportunities associated with the usage of chatbots in marketing, with specific emphasis on its influence in the process of Human-to-Machine communications, and find out the extent to which Chatbots could be effectively use to examine competitive companies or brands. The researcher explores how chatbot can interact with users using Facebook messenger and investigate the impact and usefulness of digital marketing communications tools on organizational profit maximization, using a real estate business. The study focuses on three sub-processes in the chatbot design, which includes writing handling, language acceptance, as well as reaction generation. Additionally, the survey was piloted with arrangement of chatbot assessment methods and their examination in relation to chatbot categories as well as three central appraisal schemes, which include content estimation, user gratification, and chat function. Findings of the study established that Chatbots could be effectively used to enable companies or brands intensify organizational profit maximization and proved that the limitations of the human agents have been taken over by this automatic Bot, which have been trained to act like human, give responses to customers’ requests and even suggest responses to users. It recommends that every organization marketing teams should acquire innovative communication approaches about how to preserve and advance enduring relations with standing consumers as well as how to get the attention of potential consumers.

Digital marketing tools organizational profit communications consumers chatbot

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