Chatbot Acceptance in Marketing: Literature Review

Abstract

The digital transformation of consumer behavior and service delivery has accelerated the adoption of AI-powered chatbots in marketing. This paper synthesizes existing literature to examine the diverse applications of chatbots across key marketing domains, including advertising, mobile commerce, e-services, and branding, where they enhance engagement, service quality, and personalized customer experiences. A central focus is the pervasive use of the Technology Acceptance Model (TAM) as the primary theoretical framework for studying chatbot adoption. While acknowledging TAM's robust analytical utility, the review concurrently identifies and discusses its critical limitations, such as technological narrowness, structural oversimplification, and methodological constraints.