No One Wants to Chat with Bots: Building E-social Capital
Midwestern Psychological Association
Businesses and entrepreneurs are using social networking sites (SNS) to widen their network and increase their e-social capital. However, advertisements and impersonal messages are perceived as alienating rather than relationship building. Thus, to build relationships, marketing messages should be crafted to be more personal, appealing to recipients’ individual interests.
Michelle Drouin, Miriam Gredanus-Romaneli, Elli Hernandez, and David Ryan Polgar (2017).
No One Wants to Chat with Bots: Building E-social Capital. Presented at Midwestern Psychological Association, Chicago, Illinois.