... and brand managers on tailoring chatbot communication to enhance consumer trust, engagement and brand alignment. Language style should be strategically aligned with brand positioning and the strength of the consumer–brand relationship. Originality/value This study advances the understanding of chatbot...

... discusses various significant implications for online platforms, brands and the success of online advertising within SNSs. The study provides managers with discussion on what they need to consider in relation to managing their brand relationship within SNSs and the importance of considering the role...