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Consumer Brand Engagement Through Chatbots

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Digital Transformation for Fashion and Luxury Brands

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Abstract

As digital spaces mature over time, the interaction between fashion and luxury brands and their customers will transition from linear and transactional to multidimensional, collaborative and experiential. This chapter focuses on the ways artificial intelligence tools, such as chatbots, augment the way brands engage with their customers, recommend products, complete transactions and provide post-purchase customer service. Chatbots have provided brands with a new communication channel for customers who are looking for personalised interaction, speed of response and 24/7 availability. Customers benefit by gaining instant access to the brand; brands benefit by handling a larger volume of customers at a reduced cost. Chatbots and their integration with other tools, such as virtual reality, in the new ecosystem of the metaverse are also explored in relation to luxury brand experiences.

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Authors and Affiliations

  1. University of Law Business School, London, UK

    Dessy Ohanians

  2. University of Worcester, Worcester, UK

    Ria Wiid

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  1. Dessy Ohanians
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Correspondence to Dessy Ohanians .

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Editors and Affiliations

  1. University of Cumbria, London, UK

    Wilson Ozuem

  2. Dept of Economics and Business, University of Florence, FIRENZE, Firenze, Italy

    Silvia Ranfagni

  3. University of Cumbria, London, UK

    Michelle Willis

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Ohanians, D., Wiid, R. (2024). Consumer Brand Engagement Through Chatbots. In: Ozuem, W., Ranfagni, S., Willis, M. (eds) Digital Transformation for Fashion and Luxury Brands. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-35589-9_3

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