Roberta De CiccoUniversità degli Studi del Molise | Università del Molise
Roberta De Cicco
About
19
Publications
5,834
Reads
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224
Citations
Citations since 2017
Introduction
Roberta De Cicco currently holds a post-doc position at the University of Molise and works at the Department of Neuroscience & Imaging, University G. d'Annunzio of Chieti-Pescara. Her research focuses on online advertising and conversational marketing in the form of human-chatbot interaction. She is an invited professor at Católica Porto Business School for MSc in Marketing since 2019 and project manager for the neuromarketing company Umana Analytics.
Additional affiliations
April 2017 - June 2020
Università degli Studi G. d'Annunzio Chieti e Pescara
Position
- PhD Student
Description
- Ph.D in Business and Behavioral Sciences. My researches focused on human-chatbot interactions, advertising, and consumer behavior.
Education
March 2016 - December 2016
November 2011 - December 2014
Publications
Publications (19)
Gamification is a powerful instrument to motivate consumers to intensify their brand relationships. Though this potential, the effects of enriching chatbot interactions with gameful experiences on brand engagement has not been studied. To fill this gap, this study tries to understand how gamification contributes to customers’ value creation in a ga...
Purpose
Chatbots represent an undeniable player between online retailers and customers as they boost operational efficiency and bring cost savings to businesses while offering convenience for customers in terms of timing and immediacy. However, as chatbots represent a new-born online touchpoint in retailing, especially when it comes to online pre-p...
Purpose
The outbreak of Covid-19 increased the average time spent on social media (SM). This led to a transformation in how companies manage their digital marketing channels and created additional pressure for business-to-business (B2B) and family businesses, which tend to focus more on personal relationships with customers and stakeholders than on...
Since the publication of Pennycook, Cheyne, Barr, Koehler, and Fugelsang’s (2015) paper on the reception of pseudo-profound bullshit, the concept of bullshit (BS) receptivity has slowly gained interest as an individual characteristic of people with the tendency to be overly receptive of and sensitive to fake claims. This paper seeks to identify and...
Chatbots represent a viable interaction layer between online retailers and customers, however, when it comes to online purchases in the form of conversational commerce, customers’ resistance could turn out to be a big challenge for marketers. This study provides a deeper understanding of how consumers perceive chatbots and their intention to use th...
Deep fakes are highly realistic AI-generated fake videos of real people doing or saying things they have actually never done nor said in real life. Being the latest frontier of fake news, deep fakes are becoming a widespread threat within the current digital environment. Both digital practitioners and institutions are joining forces in order to tac...
Today many consumers prefer interactions with companies via chat and instant messaging, however, although in most cases it is now a virtual agent to handle the interactions, many of them feel it would be eerie if a chatbot pretended to be human. The present study aims at disentangling this sort of ambivalence people have for chatbots through an inv...
Previous research has found evidence that, due to the lack of sensory experience, shoppers are reluctant to purchase a garment online. Despite the importance of identifying possible compensatory cues for touch information, a lack of attention to this issue has been recognized in the literature. On this premise, this study addresses this research ag...
Today many consumers prefer interactions with companies via chat and instant messaging, however, although in most cases it is now a virtual agent to handle the interactions, many of them feel it would be eerie if a chatbot pretended to be human. The present study aims at disentangling this sort of ambivalence people have for chatbots through an inv...
Research has yet to explore the spread of chatbots into the food service delivery sector and its impact on the customer’s experience, especially in a moment where internet seems to be the tool to tap needs associated with being physically apart. In order to fill this gap, the present study addresses the implications that chatbots’ interaction style...
Many brands are now working on Instagram to promote, showcase their products and services, and benefit from the potentialities of Influencer Marketing. A detailed investigation of the effects of Instagram influencer advertising on the influencer-related outcomes is thus becoming urgent. The present study addresses a conceptual model in which the fi...
Purpose
Chatbots represent an innovative channel for retailers to meet young customers' needs anywhere and at any time. Being an emergent technology, however, it is important to investigate more thoroughly how users perceive it, and which are the variables that enhance a positive attitude towards this technology. On this premise, this study applies...
Meshing with the way in which young consumers socially interact, chatbots represent a key factor to address business efforts in enhancing the effectiveness of digital strategies. The conversational aspect of the human-chatbot interaction increases the necessity for this technology to present social behaviours typical of human-human conversations. T...
Meshing with the way in which young consumers socially interact, chatbots represent a key factor to address business efforts in enhancing the effectiveness of digital strategies. The conversational aspect of the human-chatbot interaction increases the necessity for this technology to present social behaviours typical of human-human conversations. T...
The Federal Trade Commission stated that any kind of endorsement or promotion on Instagram should be clearly and conspicuously disclosed in order to avoid users’ deceptions. Albeit the compulsoriness of this measure is still unclear, Instagram has introduced a branded content tool for paid sponsorship disclosure that clearly states the presence of...
La tesi di laurea intitolata “L' approccio alla sostenibilità delle imprese ricettive abruzzesi” propone un’analisi della ricerca e della scelta di opportunità di viaggio più autentiche e rispettose dell'ambiente, in linea con l'attuale fruizione turistica esperienziale postmoderna.
La tesi si divide in due parti, la prima tratta principalmente la...
Projects
Projects (5)
Artificial intelligence (AI) has captured great interest across different marketing, advertising and social media communication in recent years. We want to contributes to this emerging research trend by examining AI technologies in these fields via a behavioral lens.
Examining the impact of strategies for debunking and countering BS and Fake Content from a psychological perspective.
The widespread adoption of messaging platforms and the advancements in artificial intelligence have pushed chatbots toward being a viable, though still limited interaction layer between e-commerce businesses and consumers. However, as messenger chatbots are a relatively new-born technology, customers’ resistance towards it could turn out to be a big challenge for marketers. This study will apply a model based on the Technology Acceptance Model to investigate the key determinants in facilitating the intention to use a chatbot for online shopping.
A survey method was used for data collection, then Structural
Equation Modeling analysis was used to test all the hypotheses. A total of 208 Italian respondents participated on an online survey, and data were quantitatively analysed via IBM SPSS Amos Statistics 24.
The findings from this study suggest a goodness of fit of the model and address the crucial variables in predicting the intention to use the chatbot. This study provides useful information to online businesses in electronic commerce activities. The results of the study highlight the importance of designing chatbots that fit both consumer’s cognitive needs and affective desires.
