The Impact of Using Chabot Advertisements to Promote a Brand on the Behavioral Response of Users (Arabic)

This study examines the impact that promotional chatbot advertisements have on the behavioral response of users. The study relied on a survey approach, which was achieved via a questionnaire that was distributed to a deliberate sample of four hundred individuals who interacted electronically with brands through chatbots. The research revealed chabot advertisements wield the most influence on user behavior via electronic efficiency, interactivity, customization, and the ability to solve problems. Meanwhile, the behavioral response of users can be predicted based on the value of the chabot advertisement parameters. This research highlights the need to strongly consider each characteristic of chabot advertisements since they influence a user’s behavioral response.