Virtual Voice Assistants as a Communication Channel between Brands and Consumers

Student: Morozova Sofia

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

Virtual voice assistants (or voice assistants) become increasingly more popular amongst users all over the world. Brands can use voice assistants as a customer contact point as well as an additional communication channel. It opens an opportunity for a verbal dialogue with a user, which allows you to learn additional information about them as well as provides them with a different type of interaction. Due to the novelty of both virtual voice assistants and smart devices, that virtual assistants get installed into, there is no unified understanding of an efficient way of using them as a communication channel. To identify the peculiarities of user interaction with voice assistants, in-depth interview is the method that was chosen.

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