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Is It Practical to Utilize AI-Powered Chatbots in Halal Marketing Communications?
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Author(s): Muhammad Dharma Tuah Putra Nasution (Universitas Pembangunan Panca Budi, Indonesia), Endang Sulistya Rini (Universitas Sumatera Utara, North Sumatera, Indonesia), Beby Karina Fawzeea Sembiring Sembiring (Universitas Sumatera Utara, North Sumatera, Indonesia), Amlys Syahputra Silalahi (Universitas Sumatera Utara, North Sumatera, Indonesia)and Cut Kesuma Pahlufi (University of Surrey, UK)
Copyright: 2023
Pages: 22
Source title:
Strategies and Applications of Islamic Entrepreneurship
Source Author(s)/Editor(s): Ahmad Rafiki (Universitas Medan Area, Indonesia), Alfatih Gessan Pananjung (Bahrain Institute of Banking and Finance, Bahrain)and Muhammad Dharma Tuah Putra Nasution (Universitas Pembangunan Panca Budi, Indonesia)
DOI: 10.4018/978-1-6684-7519-5.ch003
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Abstract
The aim of this chapter is to explore the capabilities of chatbots in the domain of marketing communication, with a particular focus on their potential application within the halal industry. It also analyzes the escalation in chatbot adoption across various business sectors. Furthermore, the chapter delves into the significance of adopting chatbots in Halal marketing communication. This includes an analysis of the challenges that may arise and capitalize on opportunities to successfully engage and captivate the intended audience. Likewise, this chapter sheds light on the areas of research that require further investigation and outlines potential avenues for future exploration regarding the adoption of chatbots in the context of Halal marketing. Hence, the contribution of this chapter lies in providing a comprehensive analysis of the challenges, opportunities, and positive outcomes associated with the chatbots. By doing so, it enriches existing knowledge and may serve as a basis for future research agendas.
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