Implementation of Chatbot in Online Commerce, and Open Innovation

Implementation of Chatbot in Online Commerce, and Open Innovation

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 th...

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Bibliographic Details
Main Authors: Illescas-Manzano, María D., Vicente López, Noé, Afonso González, Nuno, Cristofol Rodríguez, Carmen
Format: info:eu-repo/semantics/article
Language:English
Published: MDPI 2021
Subjects:
chatbot
consumer perception
ManyChat
lead
lead magnet
Facebook
digital marketing
funnel
flow
Messenger
digital communication
Online Access:http://hdl.handle.net/10835/12002

Internet

http://hdl.handle.net/10835/12002

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