impact of chatbot personalization and anthropomorphism on emotional engagement and online purchase intent in the real estate sector in the rabat-salé- kénitra region.

Advances in digital marketing and artificial intelligence are leading to a growing adoption of chatbots in various sectors, including real estate. These virtual agents help improve emotional engagement and purchase intent online by facilitating exchanges with users. This influences two elements: the personalization and anthropomorphism of chatbots. Using a post-positivist approach followed by a hypothetico-deductive approach, a questionnaire was conducted with 350 respondents who had already interacted with real estate chatbots. The data was analyzed using PLS modeling to assess the relationships between the different variables.