The Impact, Comparison and Usefulness of Digital Marketing Communications Tools on Organizational Profit Maximization Using Facebook
Asian Journal of Research in Computer Science,
Page 46-64
DOI:
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.
Keywords:
- Digital marketing
- tools
- organizational profit
- communications
- consumers
- chatbot
How to Cite
Ovuakporaye, K. (2022). The Impact, Comparison and Usefulness of Digital Marketing Communications Tools on Organizational Profit Maximization Using Facebook. Asian Journal of Research in Computer Science, 13(4), 46-64. https://doi.org/10.9734/ajrcos/2022/v13i430321
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Available:www.unc.edu/courses/tylerBrown.pdf
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Egan J. Relationship Marketing: Exploring Relational Strategies in Marketing, Prentice Hall, London; 2004.
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Kaczorowska-spychalska D. How chatbots influence marketing. University of Lodz, Faculty of Management, Department of Marketing, Poland; 2019.
ORCID: 0000-0002-2566-0297
Katz E. Mass communications research and the study of popular culture: An editorial note on a possible future for this Journal, Public Communication. 1959;2:1-6.
Kelly K. Nieuniknione. Jak inteligentne technologie zmienia naszą przyszłość, Poltext, Warszawa; 2017.
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Kurzweil R. How to Create a Mind: The Secret of Human Thought Reveald, Penguin Books 2013, New York; 2013.
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Adesina K, Okunnu G, Olanlokun S. Television as Vehicle for Community Development: A Study of Lotunlotun Programme on (B.C.O.S.) Television, Nigeria; 2018.DOI: 10.4018/978-1-5225-3376-4.ch004
Bermejo F. The Internet Audience: Constitution & Measurement. New York, NY: Peter Lang; 2017.
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Available:http://pakacademicsearch.com/pdf-files/ech/520/164-172%20Vol%204, %20No%204%20(2013).pdf
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Oso L. Community Media: Voices of the Oppressed. Jedidah Publishers; 2013.
Oshodin D. Nigeria’s digital migration a mirage?; 2009.
Retrieved on 27/07/10
Available:http://www.bizcommunity.com/articles/157/66/39687.html
Osuagwu S. Introduction to Marketing. Lagos: Management Review Ltd; 2006.
Osunbiyi B. Contemporary conflicting issues in advertising, opening up the debate, Abeokuta primus and communications; 2013.
Tejuosho W. marketing communications: Abeokuta: Jedidiah publisher Ltd; 2018.
Pappas N. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services. 2016;29:92-103.
Available:http://www.sciencedirect.com/science/article/pii/S0969698915301296
Pousttchi N. Advertising strategies, supposed menaces, and consumer online buying behaviour. American Marketing Journals. 2006;43:91-119.
Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong. Principles of Marketing, fourth European Edition, Pearson Prentice Hall; 2013.
Przegalińska A. Istoty wirtualne, Wydawnictwo Universitas. Kraków; 2016.
Rebello E, Nagar K. Evaluating the effects of consumer sales on brand loyal and brand switching segments. VISSION-Journal of Business Perspective. 2010;13(4):35-48.
Ryan D. Understanding digital marketing: marketing strategies for engaging the digital generation, 3rd edition; 2014.
Severin W, Tankard J. Communication Theories: Origins, Methods, and Uses in the Mass Media. Longman, New York; 19923
Winkler R. Intel thinks inside box with TV plan. The Wall Street Journal. 2019;C12.
Lubian F, Esteves J. Value in a digital world, Palgrave MacMillan, Cham, Switzerland; 2017.
Sathi A. Cognitive (Internet of) Things, Collaboration to optimize action, Palgrave Macmillan, New York; 2016.
Sinclair B. IoT Inc. How Your Company can use the Internet of Things to win in the outcome economy, McGraw Hill Education, New York – Toronto; 2017.
Tegmark M. Life 3.0, Being Human in the age of artifi cial intelligence, Penguin Random House LLC, New York; 2017.
Wuebben J. Future Marketing. Winning in the prosumer age, Content Launch Press, USA; 2017.
Ugbor D. The Virtual World of Online Advertising: Content Analysis of Nigeria-Based Small Businesses Adverts on Facebook and Google: American International Journal of Contemporary Research. 2017;5(5):48-58.
Walsh T. It’s alive ! Artifi cial Intelligence from the logic piano to killer robots, La Trobe University Press, USA.
Weinman J. Digital Disciplines, John W iley & Sons Inc., New Jersey; 2015.
Wikipedia; 2021.Available:http://en.wikipedia.org/wiki/swot-analysis (Retrieved on 12th March, 2021)
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Barrat J. Our final invention. Artificial Intelligence and the end of the human era, ST. Martin’s Press, New York; 2015.
Köhler R. Implications of Product Anthropomorphism Through Design, in Michael R. Solomon and Tina M. Lowrey (Eds.), The Routledge Companion to Consumer Behavior, Routledge, London; 2011.
Chung J, Gulcehre C, Cho K, Bengio Y. Empirical evaluation of gatedrecurrent neural networks on sequence modeling; 2018.
Zarouali S, Colace F, De Santo M, Lombardi M. Chatbot for e-learning: A case of study.International Journal of MechanicalEngineering and Robotics Research. 2018;7:528–533.Available:http://dx.doi.org/10.18178/ijmerr.7.5.528-533.
Shankar V. The growth of interactions and dialogs in interactive marketing. Journal of Interactive Marketing. 2011;21(2):2-4.
Available:http://dx.doi.org/10.1002/dir.20080.
Skinner Ch., Cyfrowi ludzie, Poltext, Warszawa; 2018.
Stafford T, Stafford M, Schkade L. Determining uses and gratifications for the Internet. Decision Science. 2004;35(2): 259-288.
Tähtinen J. Mobile Advertising or Mobile Marketing. A Need for a New Concept. In: FeBR 2005 -Frontiers of e-Business Research 2005, Conference Proceedings of eBRF. 2006;152-164.
Tejuosho W. Integrated Marketing communications: A New Marketing Paradigm, Littleseed links Ogun State, Abeokuta; 2011.
Owolabi T, O’Neill E. Recapitalizing the Media Industry in Nigeria: The Implication for National Development. British Journal of Arts and Social Sciences. 2018;14(2):245-255.
Odetoyinbo A. Electronic Mechanism process: From writing to air-waves. Ayo Odetoyinbo Choice Productions; 2017.
Yasmin A, Tasneem S, Fatema K. Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, Inovatus Services Ltd. 2015;1(5):69-80.
Wymbs C. Digital marketing: the time for new academic major” has arrived. Journal of Marketing Education. 2011;33(1):93-106.
Ali Z, Shabbir M, Rauf M, Hussain A. To Assess the Impact of Social Media Marketing on Consumer Perception. International Journal of Academic Research in Accounting, Finance and Management Sciences. 20156;6(3).
Ashwini N, Manjula R. an empirical study on consumers perception towards online shopping. International Journal of Management and Commerce Innovatios. 2015-16,1103-1110.
Techopedia G. Relevant Search. With applications for Solr and Elasticsearch. Manning Publications; 2016.
Abdullah S, Meera M, Abubakkar S. Marketing of Green Products and Its Underlying Practices, International Journal of Interdisciplinary Research in Arts and Humanities. 2016;1( 1):157-164.
Hasan Z, Azman A. The Impact of Green Marketing Strategy on the Firm's Performance in Malaysia, Procedia - Social and Behavioral Sciences. 2015;172:463-470.
McQuail D. Mass communication theory: An introduction. London, Sage Publication; 2005.
Ververidis B, Polyzos H. Turing-like in-distinguishability tests for the validation of a computer simulation of paranoid processes. Artificial Intelligence. 2002;3:199–221.
Chang M. The Role of Risk Attitude on Online Shopping: Experience, Customer Satisfaction, and Repurchase Intention. Social Behavior and Personality: An International Journal. 2015;35(4):453–468. Available:https://doi.org/10.2224/sbp.2007.35.4.453
Saacolick I. Driving Digital, American Management Association, New York; 2017.
Benz M, Meikle G. The Internet of Things, Digital Media and Society Serie, UK; 2018.
Aigrain P. Sharing. Culture and the Economy in the Internet Age, Amsterdam University Press, Amsterdam; 2012.
Adeosun S, Udabah S. Voyage of Discovery: Research Methodology and project writing in communication and management sciences, Primus Print and Communication; 2013.
Oso L. Communication Theories and Development Communication. In L. Oso (Ed.), Communication and Development: A Reader. Jedidah Publishers; 2002.
McQuail D. McQuail’s mass communication theory (6th edition). Thousand Oaks, CA: Sage Publications Inc; 2020.
Folarin B. Theories of Mass Communication: An Introductory Text. Abeokuta, Nigeria Link Publications; 2002.
Anaeto S, Onabajo O, Osifeso J. Models and theories of communication. African Renaissance Books Incorporated. Bowie: Maryland; 2018.
Oluwalanu A, Oloyede D. Audience perception of the role of advertising on product positioning and brand loyalty in the Nigerian GSM market. Kuwait Chapter of Arabian Journal of Business and Management Review. 2014;3:6.
Reshmi S, Balakrishnan K. “Enhancing inquisitiveness of chatbots through NER integration, in Proceedings of the 2018 International Conference on Data Science and Engineering (ICDSE), pp. 1–5, IEEE, Kochi, India, August.View at: Publisher Site | Google Scholar; 2016.
AMA. AMA Adopts New Definition of Marketing; 2013.Available:http://www.marketingpower.com/content21257.php
Araujo T. Living up to the chatbot hype: The influence of anthropomorphic design cues and communicative agency framing on conversational agent and company perceptions. Computers in Human Behavior. 2018;85:183–189.
Arens W. Contemporary Advertising (9th edition). New York: McGraw-Hill Irwin; 2004.
Baker M. Macmillan Dictionary of Marketing and Advertising, 2 edn. London: Macmillan Press Ltd; 2013.
Baran S, Davis D. Mass communication theory: Foundation, ferment, and future (6th edition). Boston, MA: Wadsworth, Cengage Learning; 2012.
Belch C, Egan J. Relationship Marketing: Exploring Relational Strategies in Marketing, Prentice Hall, London; 2017.
GLOBACOM; 2013.
Available:http://www.gloworld.com/background.asp. (Retrieved on 17th April, 2013).
Gregor B, Kaczorowska-Spychalska D. Marketing w erze technologii cyfrowych, PWN, Warszawa; 2018.
Harrell BS. Uses and gratification of the Internet. (Unpublished Master Thesis). Texas Tech University, Texas; 2000.
Harari Y. Homo Deus. A Brief History of Tomorrow, London: Vintage; 2017.
Hamid R. Marketing on-line: A customer-led Approach, Ed. Oxford University press; 2017. ISSN: 978-973-571-754-4.
Available:http://www.businessteacher.org.ukibusinessresources/wsot-nalysisdatabase/british-telecom-swot-analysis/ (Retrieved on 21 April, 2010).
Idrysheva Z, Tovma, N. Abisheva K, Murzagulova M, Mergenbay N. Marketing communications in the digital age. E3S Web of Conferences. 2019;135:04044.
Innocent P, Uwaoma U. The Challenges of Digitization of Broadcasting in Nigeria. Department of Mass Communication, Abia State University, P.M.B. 2000, Uturu, Nigeria. New Media and Mass Communication; 2012.
Available:www.iiste.org, ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online) Vol 5, 2012, 38
Morgan NA, Rego LL. The value of different customer satisfaction and loyalty metrics in predicting business performance. Marketing Science. 2006;25 (5):426–439.
Ramsaran-Fowdar R, Fowdar S. The Implications of Facebook Marketing for Organizations. Contemporary Management Research. 2013;(9):1.
Ries A, Ries L. The Fall of Advertising and a rise of public relations. Harper Business; 2002..
Treadaway C, Smith M. Facebook marketing an hour a day. Indianapolis: Wiley Publishing; 2010.
Olagoke J. Audience demand for TV over the Internet. In E. Noam, J. Groebel & D. Gerbarg (Eds.), Internet television. Mahwah, NJ: Lawrence Erlbaum Associates, Inc; 2018.
Borek A, Reinold J. Marketing with smart machines. Customer Interaction in the the Algorithmic Economy, Executing Digital Publishing, Berlin; 2016.
Brown M. Marketing In The 21st Century: Revisiting the 4 P’s”SSPC2001 The Industrial Protective Coatings Conference and Exhibit, November 2001. Atlanta, Georgia; 2001.
Brown T. The Fall of Advertising and The Rise of PR; 2008.
Available:www.unc.edu/courses/tylerBrown.pdf
Brynjolfsson E, McAfee A. The second machine age, W.W. Norton & Co., New York, London; 2014.
Cha A. Rating as a Useful Tool for Credit Risk Measurement. In Proceedings of the 4th World Conference on Business, Economics and Management (WCBEM), Ephesus, Turkey; 2009.
Daugherty P, Wilson H. Human + Machine. Reimagining Work in the ahe of AI, Harvard Business Review Press, Boston, Massachusetts; 2018.
Egan J. Relationship Marketing: Exploring Relational Strategies in Marketing, Prentice Hall, London; 2004.
Emeka Z. Effect of brand trust and customer satisfaction. Journal of Sociological Research. 2017;5(1):306-321.
Ertell K. The key to driving retail success with social media: focus on Facebook; 2010.
Kaczorowska-spychalska D. How chatbots influence marketing. University of Lodz, Faculty of Management, Department of Marketing, Poland; 2019.
ORCID: 0000-0002-2566-0297
Katz E. Mass communications research and the study of popular culture: An editorial note on a possible future for this Journal, Public Communication. 1959;2:1-6.
Kelly K. Nieuniknione. Jak inteligentne technologie zmienia naszą przyszłość, Poltext, Warszawa; 2017.
Kotler, Kartajaya, Setiawan. Marketing 4.0. Moving from Traditional to Digital, Wiley John&Sons Inc., USA; 2018.
Kurzweil R. How to Create a Mind: The Secret of Human Thought Reveald, Penguin Books 2013, New York; 2013.
Kurzweil R. The singularity is near: when humans transcend biology, Viking Penguin, USA; 2015.
Labrecque LI, Esche JV, Mathwick C, Novak TP, Hofacker CH. Consumer power: evolution in digital age. Journal of Interactive Marketing. 2013;27(10):257-269.
Adesina K, Okunnu G, Olanlokun S. Television as Vehicle for Community Development: A Study of Lotunlotun Programme on (B.C.O.S.) Television, Nigeria; 2018.DOI: 10.4018/978-1-5225-3376-4.ch004
Bermejo F. The Internet Audience: Constitution & Measurement. New York, NY: Peter Lang; 2017.
Orji O. Major Classic Consumer Buying Behaviour Models: Implications for Marketing Decision-Making. Journal of Economics and Sustainable Development. 2013;4(4):164-173.
Available:http://pakacademicsearch.com/pdf-files/ech/520/164-172%20Vol%204, %20No%204%20(2013).pdf
Osman A, Othman ZH, Salahudin SN, Abdullah MS. The Awareness and Implementation of Green Concepts in Marketing Mix: A Case of Malaysia, Procedia Economics and Finance. 2016;35:428-433.
Oso L. Community Media: Voices of the Oppressed. Jedidah Publishers; 2013.
Oshodin D. Nigeria’s digital migration a mirage?; 2009.
Retrieved on 27/07/10
Available:http://www.bizcommunity.com/articles/157/66/39687.html
Osuagwu S. Introduction to Marketing. Lagos: Management Review Ltd; 2006.
Osunbiyi B. Contemporary conflicting issues in advertising, opening up the debate, Abeokuta primus and communications; 2013.
Tejuosho W. marketing communications: Abeokuta: Jedidiah publisher Ltd; 2018.
Pappas N. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services. 2016;29:92-103.
Available:http://www.sciencedirect.com/science/article/pii/S0969698915301296
Pousttchi N. Advertising strategies, supposed menaces, and consumer online buying behaviour. American Marketing Journals. 2006;43:91-119.
Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong. Principles of Marketing, fourth European Edition, Pearson Prentice Hall; 2013.
Przegalińska A. Istoty wirtualne, Wydawnictwo Universitas. Kraków; 2016.
Rebello E, Nagar K. Evaluating the effects of consumer sales on brand loyal and brand switching segments. VISSION-Journal of Business Perspective. 2010;13(4):35-48.
Ryan D. Understanding digital marketing: marketing strategies for engaging the digital generation, 3rd edition; 2014.
Severin W, Tankard J. Communication Theories: Origins, Methods, and Uses in the Mass Media. Longman, New York; 19923
Winkler R. Intel thinks inside box with TV plan. The Wall Street Journal. 2019;C12.
Lubian F, Esteves J. Value in a digital world, Palgrave MacMillan, Cham, Switzerland; 2017.
Sathi A. Cognitive (Internet of) Things, Collaboration to optimize action, Palgrave Macmillan, New York; 2016.
Sinclair B. IoT Inc. How Your Company can use the Internet of Things to win in the outcome economy, McGraw Hill Education, New York – Toronto; 2017.
Tegmark M. Life 3.0, Being Human in the age of artifi cial intelligence, Penguin Random House LLC, New York; 2017.
Wuebben J. Future Marketing. Winning in the prosumer age, Content Launch Press, USA; 2017.
Ugbor D. The Virtual World of Online Advertising: Content Analysis of Nigeria-Based Small Businesses Adverts on Facebook and Google: American International Journal of Contemporary Research. 2017;5(5):48-58.
Walsh T. It’s alive ! Artifi cial Intelligence from the logic piano to killer robots, La Trobe University Press, USA.
Weinman J. Digital Disciplines, John W iley & Sons Inc., New Jersey; 2015.
Wikipedia; 2021.Available:http://en.wikipedia.org/wiki/swot-analysis (Retrieved on 12th March, 2021)
Yinusa A. Managing the Essence of Ideas in an Innovative World: For Progressive Entreprenuers, Apleton Centry Croft, Inc., New York; 2018.
Barrat J. Our final invention. Artificial Intelligence and the end of the human era, ST. Martin’s Press, New York; 2015.
Köhler R. Implications of Product Anthropomorphism Through Design, in Michael R. Solomon and Tina M. Lowrey (Eds.), The Routledge Companion to Consumer Behavior, Routledge, London; 2011.
Chung J, Gulcehre C, Cho K, Bengio Y. Empirical evaluation of gatedrecurrent neural networks on sequence modeling; 2018.
Zarouali S, Colace F, De Santo M, Lombardi M. Chatbot for e-learning: A case of study.International Journal of MechanicalEngineering and Robotics Research. 2018;7:528–533.Available:http://dx.doi.org/10.18178/ijmerr.7.5.528-533.
Shankar V. The growth of interactions and dialogs in interactive marketing. Journal of Interactive Marketing. 2011;21(2):2-4.
Available:http://dx.doi.org/10.1002/dir.20080.
Skinner Ch., Cyfrowi ludzie, Poltext, Warszawa; 2018.
Stafford T, Stafford M, Schkade L. Determining uses and gratifications for the Internet. Decision Science. 2004;35(2): 259-288.
Tähtinen J. Mobile Advertising or Mobile Marketing. A Need for a New Concept. In: FeBR 2005 -Frontiers of e-Business Research 2005, Conference Proceedings of eBRF. 2006;152-164.
Tejuosho W. Integrated Marketing communications: A New Marketing Paradigm, Littleseed links Ogun State, Abeokuta; 2011.
Owolabi T, O’Neill E. Recapitalizing the Media Industry in Nigeria: The Implication for National Development. British Journal of Arts and Social Sciences. 2018;14(2):245-255.
Odetoyinbo A. Electronic Mechanism process: From writing to air-waves. Ayo Odetoyinbo Choice Productions; 2017.
Yasmin A, Tasneem S, Fatema K. Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, Inovatus Services Ltd. 2015;1(5):69-80.
Wymbs C. Digital marketing: the time for new academic major” has arrived. Journal of Marketing Education. 2011;33(1):93-106.
Ali Z, Shabbir M, Rauf M, Hussain A. To Assess the Impact of Social Media Marketing on Consumer Perception. International Journal of Academic Research in Accounting, Finance and Management Sciences. 20156;6(3).
Ashwini N, Manjula R. an empirical study on consumers perception towards online shopping. International Journal of Management and Commerce Innovatios. 2015-16,1103-1110.
Techopedia G. Relevant Search. With applications for Solr and Elasticsearch. Manning Publications; 2016.
Abdullah S, Meera M, Abubakkar S. Marketing of Green Products and Its Underlying Practices, International Journal of Interdisciplinary Research in Arts and Humanities. 2016;1( 1):157-164.
Hasan Z, Azman A. The Impact of Green Marketing Strategy on the Firm's Performance in Malaysia, Procedia - Social and Behavioral Sciences. 2015;172:463-470.
McQuail D. Mass communication theory: An introduction. London, Sage Publication; 2005.
Ververidis B, Polyzos H. Turing-like in-distinguishability tests for the validation of a computer simulation of paranoid processes. Artificial Intelligence. 2002;3:199–221.
Chang M. The Role of Risk Attitude on Online Shopping: Experience, Customer Satisfaction, and Repurchase Intention. Social Behavior and Personality: An International Journal. 2015;35(4):453–468. Available:https://doi.org/10.2224/sbp.2007.35.4.453
Saacolick I. Driving Digital, American Management Association, New York; 2017.
Benz M, Meikle G. The Internet of Things, Digital Media and Society Serie, UK; 2018.
Aigrain P. Sharing. Culture and the Economy in the Internet Age, Amsterdam University Press, Amsterdam; 2012.
Adeosun S, Udabah S. Voyage of Discovery: Research Methodology and project writing in communication and management sciences, Primus Print and Communication; 2013.
Oso L. Communication Theories and Development Communication. In L. Oso (Ed.), Communication and Development: A Reader. Jedidah Publishers; 2002.
McQuail D. McQuail’s mass communication theory (6th edition). Thousand Oaks, CA: Sage Publications Inc; 2020.
Folarin B. Theories of Mass Communication: An Introductory Text. Abeokuta, Nigeria Link Publications; 2002.
Anaeto S, Onabajo O, Osifeso J. Models and theories of communication. African Renaissance Books Incorporated. Bowie: Maryland; 2018.
Oluwalanu A, Oloyede D. Audience perception of the role of advertising on product positioning and brand loyalty in the Nigerian GSM market. Kuwait Chapter of Arabian Journal of Business and Management Review. 2014;3:6.
Reshmi S, Balakrishnan K. “Enhancing inquisitiveness of chatbots through NER integration, in Proceedings of the 2018 International Conference on Data Science and Engineering (ICDSE), pp. 1–5, IEEE, Kochi, India, August.View at: Publisher Site | Google Scholar; 2016.
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