Exploring How AI-Powered Chatbots Enhance Data-Driven Marketing Communication and Customer Engagement

Asep Koswara

doi:10.14710/southsight.202526091

DOI: https://doi.org/10.14710/southsight.202526091

Exploring How AI-Powered Chatbots Enhance Data-Driven Marketing Communication and Customer Engagement

*Asep Koswara

- IKOPIN University, Indonesia

Received: 25 Feb 2025; Revised: 25 Apr 2025; Accepted: 30 Apr 2025; Available online: 30 Apr 2025; Published: 30 Apr 2025.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

BibTex Citation Data :

@article{Southsight26091,
    author = {Asep Koswara},
    title = {Exploring How AI-Powered Chatbots Enhance Data-Driven Marketing Communication and Customer Engagement},
    journal = {Southsight: Journal of Media and Society Inquiry},
  volume = {1},
    number = {1},
    year = {2025},
    keywords = {AI chatbots; data-driven marketing; customer engagement; chatbot personalization; digital marketing communication},
    abstract = { AI-powered chatbots have emerged as essential tools for enhancing data-driven communication and customer engagement in the evolving digital marketing landscape. This study explores how chatbots contribute to marketing strategies by analyzing real-world chatbot interactions across various industries, including e-commerce, food delivery, finance, and entertainment. Using a qualitative content analysis approach grounded in the Technology Acceptance Model (TAM) and CRM theory, the research identifies key themes such as personalization, dialogue structure, promotional strategies, and feedback mechanisms. Findings reveal that successful chatbot implementations—like those from HelloFresh, Just Eat UK, Spotify, and ProProfs—leverage context-aware prompts, hybrid input options, and transparent communication to boost customer satisfaction and brand loyalty. Moreover, chatbots that integrate closed-loop feedback systems and behavioral data collection enable businesses to refine their marketing tactics continuously. However, limitations such as poor conversational flow and lack of escalation options can hinder user experience. The study offers practical guidelines for effective chatbot design and suggests future research on integrating chatbots into omnichannel systems and evaluating their long-term impact on customer retention and business performance. This paper provides a strategic roadmap for businesses aiming to maximize the value of conversational AI in digital marketing. },
   pages = {25--37}  doi = {10.14710/southsight.202526091},
    url = {https://ejournal2.undip.ac.id/index.php/southsight/article/view/26091}
}

Citation Format:

Abstract

AI-powered chatbots have emerged as essential tools for enhancing data-driven communication and customer engagement in the evolving digital marketing landscape. This study explores how chatbots contribute to marketing strategies by analyzing real-world chatbot interactions across various industries, including e-commerce, food delivery, finance, and entertainment. Using a qualitative content analysis approach grounded in the Technology Acceptance Model (TAM) and CRM theory, the research identifies key themes such as personalization, dialogue structure, promotional strategies, and feedback mechanisms. Findings reveal that successful chatbot implementations—like those from HelloFresh, Just Eat UK, Spotify, and ProProfs—leverage context-aware prompts, hybrid input options, and transparent communication to boost customer satisfaction and brand loyalty. Moreover, chatbots that integrate closed-loop feedback systems and behavioral data collection enable businesses to refine their marketing tactics continuously. However, limitations such as poor conversational flow and lack of escalation options can hinder user experience. The study offers practical guidelines for effective chatbot design and suggests future research on integrating chatbots into omnichannel systems and evaluating their long-term impact on customer retention and business performance. This paper provides a strategic roadmap for businesses aiming to maximize the value of conversational AI in digital marketing.

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Keywords: AI chatbots; data-driven marketing; customer engagement; chatbot personalization; digital marketing communication

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Section: Research Article

Language : EN

In Vol 1, No 1 (2025): April 2025

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