9. THE IMPACT OF CHATBOT PERSONALIZATION AND ANTHROPOMORPHISM ON EMOTIONAL ENGAGEMENT AND ONLINE PURCHASE INTENT IN THE REAL ESTATE SECTOR IN THE RABAT-SALÉ- KÉNITRA REGION
Advances in digital marketing and artificial intelligence are driving the growing adoption of chatbots across sectors, including real estate. These virtual agents help improve emotional engagement and purchase intent online by facilitating exchanges with users. This influences two elements: the personalization and anthropomorphism of chatbots. Using a post-positivist approach, followed by a hypothetico-deductive approach, a questionnaire was administered to 350 respondents who had already interacted with real estate chatbots. The data was analyzed using PLS modeling to assess the relationships between the different variables.
Citer cet article
BAROUDI, MALAK; CHERIET, NABIL. 2025. 9. THE IMPACT OF CHATBOT PERSONALIZATION AND ANTHROPOMORPHISM ON EMOTIONAL ENGAGEMENT AND ONLINE PURCHASE INTENT IN THE REAL ESTATE SECTOR IN THE RABAT-SALÉ- KÉNITRA REGION. Revue Marocaine de Recherche en Management et Marketing. https://africanscientificindex.com/articles/revue-marocaine-de-recherche-en-management-et-marketing-9-the-impact-of-chatbot-personalization-and-anthropomorphism-on-emotional-engagement-and-online-purchase-intent-in-the-real-estate-sector-in
Revue Marocaine de Recherche en Management et Marketing (2025)
DOI: 10.48376/IMIST.PRSM/remarem-v17i2.58459
Source
Notice indexée sur African Scientific Index · 2026-10-27 · Source d’origine.
Déposant et vérification bibliographique : non renseignés.
Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/58459