Not logged in.

Quick Search - Contribution

Contribution Details

Type Book Chapter
Scope Discipline-based scholarship
Title Digital corporate communication and voice communication
Organization Unit
Authors
  • Alex Mari
  • Andreina Mandelli
  • René Algesheimer
Editors
  • Vilma Luoma-aho
  • Mark Badham
Item Subtype Original Work
Refereed Yes
Status Published in final form
Language
  • English
Booktitle Handbook on Digital Corporate Communication
ISBN 9781802201956
Place of Publication Cheltenham
Publisher Edward Elgar Publishing
Page Range 343 - 355
Date 2023
Abstract Text Artificial intelligence (AI) enables corporate communicators to effectively reach stakeholders through the systematic collection of information, identification of patterns, and prediction of future behaviours. Voice assistants (VAs) such as Amazon Alexa and Google Home represent the fastest-growing AI-based technology across diverse geographical regions and languages. Such emerging voice-enabled agents offer novel communication and relational opportunities within, between, and beyond organisations. Following this rapid diffusion, many companies are launching voice-based initiatives driven by digital corporate communication (DCC) objectives. However, the unique characteristics of voice are likely to challenge traditional DCC principles. Drawing on in-depth interviews and rich archival data, this research introduces the digital voice communication (DVC) framework showing (i) how voice-based corporate communication initiatives generate value for organisations and (ii) how corporate communication, marketing, and commerce goals converge in the voice environment. Furthermore, this chapter critically examines the changes introduced by VAs while discussing threats and opportunities for organisations.
Digital Object Identifier 10.4337/9781802201963.00035
Other Identification Number merlin-id:23750
PDF File Download from ZORA
Export BibTeX
EP3 XML (ZORA)
Keywords voice assistants, artificial intelligence, digital corporate communication (DCC), digital voice, communication, voice corporate communication, Amazon Alexa