Abstract
Anthropomorphic voice assistants (e.g., Amazon Alexa) enable users to use natural-language voice commands to control “smart” objects and access the internet for information, shopping, and entertainment. Most manufacturers of voice assistants allow other firms to develop software (i.e., voice assistant functions, VAFs) related to their products and services that add new capabilities to voice assistants. To measure the value of different types of capabilities of VAFs, we empirically study the impact of announcements of VAFs on firm value. We show that informational capabilities and VAFs announced by product firms have a positive moderating effect on firm value. On the other hand, object-control capabilities have no moderating impact on firm value, while transactional capabilities have a negative impact. Theoretical and managerial implications are discussed. Additionally, necessary avenues for future research within the voice assistant domain are proposed.
Similar content being viewed by others
References
Albergotti, R. (2019). How Apple uses its App store to copy the best ideas. Retrieved November 11, 2021 from https://www.washingtonpost.com/technology/2019/09/05/how-apple-uses-its-app-store-copy-best-ideas/
Aron, A., Aron, E. N., Tudor, M., & Nelson, G. (1991). Close relationships as including other in the self. Journal of Personality and Social Psychology, 60(2), 241–253.
Aron, A., Aron, E. N., & Smollan, D. (1992). Inclusion of other in the self scale and the structure of interpersonal closeness. Journal of Personality and Social Psychology, 63(4), 596–612.
Arora, S., Hofstede, F. T., & Mahajan, V. (2017). The implications of offering free versions for the performance of paid mobile apps. Journal of Marketing, 81(6), 62–78.
Avery, J., Steenburgh, T. J., Deighton, J., & Caravella, M. (2012). Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time. Journal of Marketing, 76(3), 96–111.
Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477–500.
Bhagwat, Y., Warren, N. L., Beck, J. T., & Watson IV, G. F. (2020). Corporate sociopolitical activism and firm value. Journal of Marketing, 84(5), 1–21.
Blut, M., Wang, C., Wunderlich, N. V., & Brock, C. (2021). Understanding anthropomorphism in service provision: A meta-analysis of physical robots, chatbots, and other AI. Journal of the Academy of Marketing Science, 49, 632–658.
Borah, A., & Tellis, G. J. (2014). Make, buy, or ally? Choice of and payoff from announcements of alternate strategies for innovations. Marketing Science, 33(1), 114–133.
Boyd, D. E., Chandy, R. K., & Cunha, M. (2010). When do chief marketing officers affect firm value? A customer power explanation. Journal of Marketing Research, 47(6), 1162–1176.
Boyd, D. E., Kannan, P. K., & Slotegraaf, R. J. (2019). Branded apps and their impact on firm value: A design perspective. Journal of Marketing Research, 56(1), 76–88.
Braiker, B. (2018). Ad lib: What really works in voice – and why Google is smarter than Amazon. Retrieved March 22, 2021 from http://adage.com/article/podcasts/ad-lib-fresh-digital-s-doug-robinson-works-voice/311928/
Brown, S. J., & Warner, J. B. (1985). Using daily stock returns: The case of event studies. Journal of Financial Economics, 14(1), 3–31.
Cao, L., Liu, X., & Cao, W. (2018). The effects of search-related and purchase-related mobile app additions on retailers’ shareholder wealth: The roles of firm size, product category, and customer segment. Journal of Retailing, 94(4), 343–351.
Carhart, M. M. (1997). On persistence in mutual fund performance. Journal of Finance, 52(1), 57–82.
Certo, S. T., Busenbark, J. R., Woo, H. S., & Semadeni, M. (2016). Sample selection bias and Heckman models in strategic management research. Strategic Management Journal, 37(13), 2639–2657.
Cha, H. S., Wi, J. H., Park, C., & Kim, T. (2021). Sustainability calculus in adopting smart speakers – Personalized services and privacy risks. Sustainability, 13(2), 602.
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24–42.
DeLanda, M. (2016). Assemblage theory. Edinburgh University Press.
Deleersnyder, B., Geyskens, I., Gielens, K., & Dekimpe, M. G. (2002). How cannibalistic is the internet channel? A study of the newspaper industry in the United Kingdom and the Netherlands. International Journal of Research in Marketing, 19(4), 337–348.
Ertekin, L., Sorescu, A., & Houston, M. B. (2018). Hands off my brand! The financial consequences of protecting brands through trademark infringement lawsuits. Journal of Marketing, 82(5), 45–65.
Fama, E. F. (1970). Efficient capital markets: A review of theory and empirical work. The Journal of Finance, 25(2), 383–417.
Fama, E. F., & French, K. R. (1993). Common risk factors in the returns on stocks and bonds. Journal of Financial Economics, 33(1), 3–56.
Fang, E., Lee, J., & Yang, Z. (2015). The timing of codevelopment alliances in new product development processes: Returns for upstream and downstream partners. Journal of Marketing, 79(1), 64–82.
Foehr, J., & Germelmann, C. C. (2020). Alexa, can I trust you? Exploring consumer paths to trust in smart voice-interaction technologies. Journal of the Association for Consumer Research, 5(2), 181–205.
Fornell, C., Mithas, S., Morgeson III, F. V., & Krishnan, M. S. (2006). Customer satisfaction and stock prices: High returns, low risk. Journal of Marketing, 70(1), 3–14.
Gai, P. J., & Klesse, A. K. (2019). Making recommendations more effective through framings: Impacts of user- versus item-based framings on recommendation click-throughs. Journal of Marketing, 83(6), 61–75.
Gao, H., Xie, J., Wang, Q., & Wilbur, K. C. (2015). Should ad spending increase or decrease before a recall announcement? The marketing-finance interface in product-harm crisis management. Journal of Marketing, 79(5), 80–99.
Geyskens, I., Gielens, K., & Dekimpe, M. G. (2002). The market valuation of internet channel additions. Journal of Marketing, 66(2), 102–119.
Grant, N. (2021). Google to open first retail store steps away from Apple in NYC. Retrieved November 11, 2021 from https://www.bloomberg.com/news/articles/2021-06-16/google-to-open-first-retail-store-steps-away-from-apple-in-nyc
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1–6.
Gu, X., & Kannan, P. K. (2021). The dark side of mobile app adoption: Examining the impact on customers’ multichannel purchase. Journal of Marketing Research, 58(2), 246–264.
Guha, A., Grewal, D., Kopalle, P. K., Haenlein, M., Schneider, M. J., Jung, H., Moustafa, R., Hegde, D. R., & Hawkins, G. (2021). How artificial intelligence will affect the future of retailing. Journal of Retailing, 97(1), 28–41.
Gupta, S. (2013). For mobile devices, think apps, not ads. Harvard Business Review, 91(3), 70–75.
Heckman, J. J. (1979). Sample selection bias as a specification error. Econometrica, 47(1), 153–161.
Hoffman, D. L., & Novak, T. P. (2018). Consumer and object experience in the internet of things: An assemblage theory approach. Journal of Consumer Research, 44, 1178–1204.
Homburg, C., Vollmayr, J., & Hahn, A. (2014). Firm value creation through major channel expansions: Evidence from an event study in the United States, Germany, and China. Journal of Marketing, 78(3), 38–61.
Kalaignanam, K., & Bahadir, S. C. (2013). Corporate brand name changes and business restructuring: Is the relationship complementary or substitutive? Journal of the Academy of Marketing Science, 41(4), 456–472.
Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing agility: The concept, antecedents, and a research agenda. Journal of Marketing, 85(1), 35–58.
Kassel, M. (2018). Alexa, just how secure are you? Retrieved November 11, 2021 from https://www.wsj.com/articles/alexa-just-how-secure-are-you-1527271565.
Keller, K. L. (2012). Understanding the richness of brand relationships: Research dialogue on brands as intentional agents. Journal of Consumer Psychology, 22(2), 186–190.
Kim, S. J., Wang, R. J. H., & Malthouse, E. C. (2015). The effects of adopting and using a brand’s mobile application on customers’ subsequent purchase behavior. Journal of Interactive Marketing, 31, 28–41.
Kinsella, B. (2019). Amazon brings in $1.4 million in 2019 of Alexa skill revenue so far – Well short of the $5.5 million target according to the information. Retrieved July 22, 2021 from https://voicebot.ai/2019/12/16/amazon-brings-in-1-4-million-in-2019-of-alexa-skill-revenue-so-far-well-short-of-the-5-5-million-target-according-to-the-information/
Koksal, I. (2018). How Alexa is changing the future of advertising. Retrieved November 11, 2021 from https://www.forbes.com/sites/ilkerkoksal/2018/12/11/how-alexa-is-changing-the-future-of-advertising/?sh=2ec13bd01d4d
Kowalczuk, P. (2018). Consumer acceptance of smart speakers: A mixed methods approach. Journal of Research in Interactive Marketing, 12(4), 418–431.
Kushwaha, T., & Shankar, V. (2013). Are multichannel customers really more valuable? The moderating role of product category characteristics. Journal of Marketing, 77(4), 67–85.
Lee, H., & Cho, C. H. (2020). Uses and gratifications of smart speakers: Modelling the effectiveness of smart speaker advertising. International Journal of Advertising, 39(7), 1150–1171.
Mick, D. G., & Fournier, S. (1998). Paradoxes of technology: Consumer cognizance, emotions, and coping strategies. Journal of Consumer Research, 25(2), 123–143.
Morris, B. (2019). Amazon is accused of violating kids’ privacy with smart speakers. Retrieved November 11, 2021 from https://www.wsj.com/articles/amazon-is-accused-of-violating-kids-privacy-with-smart-speakers-11557374460
Mourey, J. A., Olson, J. G., & Yoon, C. (2017). Products as pals: Engaging with anthropomorphic products mitigates the effects of social exclusion. Journal of Consumer Research, 44(2), 414–431.
Mulcahy, R., Letheren, K., McAndrew, R., Glavas, C., & Russell-Bennett, R. (2019). Are households ready to engage with smart home technology. Journal of Marketing Management, 35(15/16), 1370–1400.
Murray, K. B., & Haubl, G. (2007). Explaining cognitive lock-in: The role of skill-based habits of use in consumer choice. Journal of Consumer Research, 34(1), 77–88.
Nicas, J. & Collins, K. (2019). How Apple’s apps topped rivals in the App store it controls. Retrieved November 11, 2021 from https://www.nytimes.com/interactive/2019/09/09/technology/apple-app-store-competition.html
Novak, T. P., & Hoffman, D. L. (2019). Relationship journeys in the internet of things: A new framework for understanding interactions between consumers and smart objects. Journal of the Academy of Marketing Science, 47(2), 216–237.
Ofek, E., Katona, Z., & Sarvary, M. (2011). “Bricks and clicks”: The impact of product returns on the strategies of multichannel retailers. Marketing Science, 30(1), 42–60.
Parrish, K. (2021). How to talk to Samuel L. Jackson using Alexa. Retrieved July 22, 2021 from https://www.digitaltrends.com/home/how-to-talk-to-samuel-l-jackson-using-alexa/
Perez, S. (2018). Amazon opens up in-skill purchasing to all Alexa developers. Retrieved November 11, 2021 from https://techcrunch.com/2018/05/03/amazon-opens-up-in-skill-purchases-to-all-alexa-developers/
Priest, D. (2020). Alexa is starting to ask questions. How should we respond? Retrieved March 22, 2021 from https://www.msn.com/en-us/news/technology/buckle-in-alexa-is-asking-the-questions-now/ar-BB178ID6
Raassens, N., Wuyts, S., & Geyskens, I. (2012). The market valuation of outsourcing new product development. Journal of Marketing Research, 49(5), 682–695.
Rappaport, A. (1987). Stock market signals to managers. Harvard Business Review, 65(6), 57–62.
Ratchford, M., & Ratchford, B. T. (2021). A cross-category analysis of dispositional drivers of technology adoption. Journal of Business Research, 127, 300–311.
Shankar, V. (2018). How artificial intelligence (AI) is reshaping retailing. Journal of Retailing, 94(4), vi–xi.
Smith, K. T. (2020). Marketing via smart speakers: What should Alexa say? Journal of Strategic Marketing, 28(4), 350–365.
Sorescu, A., Warren, N. L., & Ertekin, L. (2017). Event study methodology in the marketing literature: An overview. Journal of the Academy of Marketing Science, 45, 186–207.
Srinivasan, S., Rutz, O. J., & Pauwels, K. (2016). Paths to and off purchase: Quantifying the impact of traditional marketing and online consumer activity. Journal of the Academy of Marketing Science, 44, 440–453.
Stevens, L. (2018). Amazon Alexa-powered device recorded and shared user’s conversation without permission. Retrieved November 11, 2021 from https://www.wsj.com/articles/amazon-alexa-powered-device-recorded-and-shared-users-conversation-without-permission-1527203250
Sun, C., Shi, Z., Liu, X., Ghose, A., Li, X., & Xiong, F. (2019). The effect of voice AI on consumer purchase and search behavior. NYU Stern School of Business. https://doi.org/10.2139/ssrn.3480877
Thomaz, F., Salge, C., Karahanna, E., & Hulland, J. (2019). Learning from the dark web: Leveraging conversational agents in the era of hyper-privacy to enhance marketing. Journal of the Academy of Marketing Science, 48, 43–63.
Tsekouras, D., Dellaert, B. G. C., Donkers, B., & Haubl, G. (2020). Product set granularity and consumer response to recommendations. Journal of the Academy of Marketing Science, 48, 186–202.
Wielgos, D. M., Homburg, C., & Kuehnl, C. (2021). Digital business capability: Its impact on firm and customer performance. Journal of the Academy of Marketing Science, 49, 762–789.
Wies, S., Hoffmann, A. O. I., Aspara, J., & Pennings, J. M. E. (2019). Can advertising investments counter the negative impact of shareholder complaints on firm value? Journal of Marketing, 83(4), 58–80.
Wilson, H. J., Daugherty, P. R., & Bianzino, N. M. (2017). When AI becomes the new face of your brand. Harvard Business Review, Web. Retrieved November 11, 2021, fromhttps://hbr.org/2017/06/when-ai-becomes-the-new-face-of-your-brand
Xu, K., Chan, J., Ghose, A., & Han, S. P. (2016). Battle of the channels: The impact of tablets on digital commerce. Management Science, 63(5), 1469–1492.
Ziles, C. (2016). Why Amazon echo could be the next great social media platform. Retrieved November 11, 2021 from https://socialmediahq.com/amazon-echo-next-great-social-media-platform/
Acknowledgements
The authors thank Nooshin L. Warren for her helpful feedback on an earlier version of the manuscript
Author information
Authors and Affiliations
Corresponding author
Ethics declarations
Conflict of interest
The authors declare that they have no conflict of interest.
Additional information
Publisher’s note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Dhruv Grewal served as Guest Editor for this article.
Rights and permissions
About this article
Cite this article
Bahmani, N., Bhatnagar, A. & Gauri, D. Hey, Alexa! What attributes of Skills affect firm value?. J. of the Acad. Mark. Sci. 50, 1219–1235 (2022). https://doi.org/10.1007/s11747-022-00851-0
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11747-022-00851-0