Marketing communication is central to the success of any organisation. To communicate and engage customers effectively, organisations like SMEs need to adopt novel technology. Artificial intelligence, though not new, has brought about the emergence of chatbots, which...
CITATION STYLE
Mokhtar, S. S. M., & Salimon, M. G. (2022). SMEs’ Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy (pp. 25–53). https://doi.org/10.1007/978-3-030-95581-6_2
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