Beyond code: Consumer response to chatbots

Chatbots, a type of virtual AI entity designed to emulate human conversation, are gaining prominence in business and consumer domains. This research aims to consolidate extant literature focusing on a pivotal aspect: the human-likeness of chatbots. Employing three fundamental themes as organizational pillars – chatbot as a non-human entity, chatbot as a human-like entity, and chatbot as an ambiguous agent – we aim to not only spotlight important findings but also chart out potential trajectories for future exploration. By delving into the intricacies of chatbot–consumer interaction, we seek to shed light on unexplored dimensions of marketing research, ultimately enhancing our understanding of this evolving field.