Presentation Title

Should a Luxury Brand’s Chatbot Use Emoticons?

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Abstract or Description

Presentation given at the 2021 Academy of Marketing Science Annual Conference.

Luxury industry has been swift in adopting new technologies such as chatbots. Yet little is known about the emoticon use in luxury chatbot communication. This research seeks to address this important question by examining the influence of the luxury brand chatbot’s use of emoticons on luxury perception. Results from the current study suggest that the luxury brand might be better off without using emoticons in the chatbot communications. More importantly, the study uncovers inappropriateness as the underlying mechanism. This research contributes to the understanding of luxury brand communications using chatbots. In addition, it adds to the ongoing research of AI in the luxury industry and suggests the appropriate way to communicate with luxury consumers.


2021 Academy of Marketing Science Annual Conference




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