“Alexafying” shoppers

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dc.contributor.author Ramadan, Zahy B.
dc.date.accessioned 2021-09-28T13:30:10Z
dc.date.available 2021-09-28T13:30:10Z
dc.date.copyright 2021 en_US
dc.date.issued 2021-09-28
dc.identifier.issn 0969-6989 en_US
dc.identifier.uri http://hdl.handle.net/10725/13008
dc.description.abstract The virtual assistants' market is drastically growing and is expected to reach $2.1 billion by 2020. Nonetheless, the quick expansion and high penetration of e-retailers’ AI ecosystem into the shopper's journey is still under-researched in the extant literature. Amazon's Alexa in particular has been fast proliferating into the customer's journey, favoring the development of captive audiences given this new ambient environment. Through a mixed methodology using both qualitative and quantitative approaches, this study examines Amazon's captive relationship strategy on shoppers, brands and competing retailers. The research findings show that Amazon's AI relationship strategy with its customers is based on forming a multi-faceted identity for the AI that would later on facilitate a captive situation that would lead to an addictive relationship. This study is amongst the first to examine the rapid development of e-retailers’ AI ecosystem into the shopper's journey. Taking the pioneering case of Amazon's Alexa powered devices, this research presents a working framework upon which scholars and practitioners alike could base their future studies and strategies on in the fast-growing field of interactive voice assistants and AI led conversations. en_US
dc.language.iso en en_US
dc.title “Alexafying” shoppers en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle The examination of Amazon's captive relationship strategy en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.relation.journal Journal of Retailing and Consumer Services en_US
dc.journal.volume 62 en_US
dc.keywords Amazon en_US
dc.keywords Alexa en_US
dc.keywords Retailing en_US
dc.keywords E-commerce en_US
dc.keywords AI en_US
dc.keywords Customer journey en_US
dc.identifier.doi https://doi.org/10.1016/j.jretconser.2021.102610 en_US
dc.identifier.ctation Ramadan, Z. B. (2021). “Alexafying” shoppers: The examination of Amazon's captive relationship strategy. Journal of Retailing and Consumer Services, 62, 102610. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.sciencedirect.com/science/article/pii/S0969698921001764 en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.author.affiliation Lebanese American University en_US

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