Analyzing the Effectiveness of Chatbots in E-Marketing: Perspectives of Customers and Marketers

This study aims to assess customer perceptions regarding the role and efficiency of chatbots in enhancing online marketing experiences and to evaluate the extent to which chatbots impact purchasing decisions and influence customer loyalty within e-marketing. Conducted within Jordan?s telecom industry, the research is intended to provide insights into the socio-dynamics of local consumers, addressing a gap in existing literature concerning customer perspectives on chatbots in e-marketing. Using a qualitative research design, the study engaged a purposive sample of 60 customers who had previous interactions with chatbots on the websites of Jordan?s telecom industry. The data was collected through in-depth interviews and focus group discussions, with a total of 30 participants in each method. Transcribed verbatim, the data was analyzed through thematic analysis and narrative analysis, revealing themes and patterns within the data. The expected findings reveal insights into how Jordanian customers perceive the role and efficiency of chatbots in enhancing their online marketing experiences and the degree to which chatbots influence their purchasing decisions and loyalty. The findings are anticipated to underscore the impact of Jordan?s distinct cultural background on consumer behavior. The research concludes with recommendations for businesses in Jordan, providing tailored strategies for chatbot implementation based on local consumer preferences and expectations.