Automated 1-2-1 Communication

Type:

boek

Titel:

Automated 1-2-1 Communication

Auteur:

Araujo, Theo; ter Hoeven, Claartje; van Zoonen, Ward

Jaar:

2019

Taal:

Engels

Uitgever:

Amsterdam : SWOCC, 2019

Paginering:

V, 82 p.

Plaatsnummer:

PENTA.369.1 SWOCC 19 (PENTA)

ISBN:

9789076802770

Onderwerp:

consumentengedrag ; digitale veranderingen
merken ; communicatie

Samenvatting:

The move towards digital communication environments over the past decades has changed the way consumers and brands interact with each other. The research combines key findings from earlier academic research with insights garnered from organisations working with and consumer perspectives about this technology. This book aims t o shed light on how brands can make strategic use of automated 1-2-1 communication, with a focus on conversational agents. in addition, it hightlights the importance of the communication professional in the implementation process and beyond. To assist communication professionals in this process the authors have created a checklist.

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http://bibtest.howest.be/catalog/hws01:002770819