Nadine Walter

Silence Is Silver, but Speech Is Golden: Intelligent Voice Assistants (IVAs) and Their Impact on a Brand’s Customer Decision Journey with a Special Focus on Trust and Convenience – A Qualitative Consumer Analysis in the Netherlands

2021 · SSRN Electronic Journal

Intelligent Voice Assistants (IVAs) have become a new phenomenon in Marketing. The paper analyzes how IVAs can be used in different stages of a brand’s consumer decision journey. Since trust and convenience are seen as …