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dc.contributor.authorIllescas-Manzano, María D.
dc.contributor.authorVicente López, Noé
dc.contributor.authorAfonso González, Nuno
dc.contributor.authorCristofol Rodríguez, Carmen
dc.date.accessioned2021-07-21T09:46:16Z
dc.date.available2021-07-21T09:46:16Z
dc.date.issued2021-05-05
dc.identifier.issn2199-8531
dc.identifier.urihttp://hdl.handle.net/10835/12002
dc.description.abstractThis study describes the chatbot journey and focuses on its implementation within the digital marketing strategy in the first part of a company’s sales funnel. The main goal was to apply a chatbot via Facebook Messenger supported by the ManyChat platform to increase the number of leads, comparing the chatbot with the previous strategy used by the company to obtain contact information. This research work takes a step further and shows that implementing a chatbot through the ManyChat platform by a company that markets online has a positive impact on the capturing of leads, as opposed to the results obtained by authors such as Luo et al. and Leung et al. A chatbot platform used with the intention of obtaining leads seems to be an agile and powerful tool; in fact; the main conclusion of this work is that including this method can be one of the main axes of obtaining information about consumers with the aim of performing marketing actions in a two-way communication that facilitates sales by companies.es_ES
dc.language.isoenes_ES
dc.publisherMDPIes_ES
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectchatbotes_ES
dc.subjectconsumer perceptiones_ES
dc.subjectManyChates_ES
dc.subjectleades_ES
dc.subjectlead magnetes_ES
dc.subjectFacebookes_ES
dc.subjectdigital marketinges_ES
dc.subjectfunneles_ES
dc.subjectflowes_ES
dc.subjectMessengeres_ES
dc.subjectdigital communicationes_ES
dc.titleImplementation of Chatbot in Online Commerce, and Open Innovationes_ES
dc.typeinfo:eu-repo/semantics/articlees_ES
dc.relation.publisherversionhttps://www.mdpi.com/2199-8531/7/2/125es_ES
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses_ES


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Attribution-NonCommercial-NoDerivatives 4.0 Internacional
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