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- It’s on its way: chatbots applied for online food delivery services, social or task-oriented interaction style?Publication . Cicco, Roberta de; Silva, Susana Cristina Lima da Costa e; Alparone, Francesca RomanaResearch has yet to explore the spread of chatbots into the foodservice delivery sector and its impact on the customer’s experience, especially in a moment when the Internet seems to be the tool to meet needs associated with being physically apart. In order to fill this gap, the present study addresses the implications that chatbots’ interaction styles have for younger consumers using this channel for conversational online food delivery (OFD) services. Specifically, this study provides theoretical and practical insights into whether the conversational design of chatbots can influence social, affective, and behavioral intent outcomes. The study adopts an experimental design to investigate the effects of a social- versus task-oriented interaction style chatbot on the level of social presence and trust (social outcomes), perceived enjoyment (affective outcome), and intention to use the conversational OFD service in the future (behavioral intent outcome). Findings from a sample of 171 participants show that the interaction with the chatbot set up with a social-oriented interaction style increased users’ perception of social presence and perceived enjoyment, while it did not have any direct and significant effect on trust and intention to use. The study further supports the role of social presence, trust, and perceived enjoyment as mediators between the chatbot’s interaction style and the intention to use the conversational OFD service.
- Users awareness of native advertising from Instagram media publishers: the effects of Instagram's branded content tool on attitudes and behavioural intentPublication . Iacobucci, Serena; De Cicco, RobertaThe Federal Trade Commission stated that any kind of endorsement or promotion on Instagram should be clearly and conspicuously disclosed in order to avoid users' deceptions. Albeit the compulsoriness of this measure is still unclear, Instagram has introduced a branded content tool for paid sponsorship disclosure that clearly states the presence of a material connection between the brand and the publisher or influencer. With an online experiment we examine the effects of this disclosure on ad recognition and the resulting attitude toward the advertised brand, attitude toward the advertising publisher, publisher credibility and intention to spread electronic word-of-mouth (eWOM). Findings from a sample of 231 participants show that exposure to a post with advertising disclosure through the Instagram disclosure tool leads to higher ad recognition compared to a post with no disclosure. However, ad recognition negatively affects attitude toward the brand, publisher credibility and intention to spread eWOM.