Responsible virtual assistant for effective marketing communication

About the Project

This self-funded Ph.D. opportunity seeks to contribute to current research in the field of marketing communication, Artificial intelligence (AI) related technologies, and consumer behavior and well-being.

The proposed research should relate to addressing the current challenges and opportunities in demonstrating responsible virtual service assistants. The research should focus on marketing communication and interactions to explore the theoretical and empirical implications for consumers’ engagement and well-being.

AI-powered assistants are intelligent products and services that have been discussed in previous studies (Guo & Luo, 2023; Kang & Shao, 2023; Kot & Leszczyński, 2020; Sprengholz & Betsch, 2021); as the last decades have seen substantial growth in the use of digital service assistants (Fernandes & Oliveira, 2021; Hoyer, Kroschke, Schmitt, Kraume, & Shankar, 2020). However, the use of AI-powered virtual assistants may pose potential pitfalls (Ha, Chen, Uy, & Capistrano, 2021; Paul, Ueno, & Dennis, 2023) and increase the risks to consumer well-being (Banker & Khetani, 2019). Hence, the research proposal should focus on how a responsible virtual assistant mechanism would mitigate risk, enhanced consumer journey, service, and interaction, and enhanced social media campaign strategies and trust.

Therefore, finding in this area would contribute to improving our understanding of responsible virtual assistants for effective marketing communications and consumer well-being.

• Director of Studies: Dr Sajad Rezaei, Worcester Business School, University of Worcester
• Supervisors: Dr Ria Wiid, Worcester Business School, University of Worcester
• Research Group: Digital Innovation and Intelligent Systems Research Group

Application Process

To begin the application process please go to https://www.worc.ac.uk/research/research-degrees/applying-for-a-phd/.

The Interview

All successful applicants will be offered an interview with the proposed Supervisory Team. You will be contacted by a member of the Doctoral School Team to find a suitable date. Interviews can be conducted in person or over Microsoft Teams.

For further information or an informal discussion on this project, please contact Dr Sajad Rezaei (Director of Studies) via email at s.rezaei@worc.ac.uk