International Journal of Research and Innovation in Social Science (IJRISS)
Chatbot Acceptance in Marketing: Literature Review
Published December 25, 2025 • Vol. 9, Issue 14, pp. 3203–3211Open Access
DOI: 10.47772/IJRISS.2025.914MG00245
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.
Keywords: Chatbot Adoption, Technology Acceptance, AI, TAM model, Marketing
| Journal | International Journal of Research and Innovation in Social Science (IJRISS) |
|---|---|
| ISSN | 2454-6186 |
| Volume / Issue | Volume 9, Issue 14 |
| Pages | 3203–3211 |
| Publication date | December 25, 2025 |
| DOI | 10.47772/IJRISS.2025.914MG00245 |
| Publisher | RSIS International |
| License | Open Access |
How to cite this article
Nadia Sfar (2025). Chatbot Acceptance in Marketing: Literature Review. International Journal of Research and Innovation in Social Science (IJRISS), 9(14), 3203-3211. https://doi.org/10.47772/IJRISS.2025.914MG00245
BibTeX
@article{Nadia2025,
title = {Chatbot Acceptance in Marketing: Literature Review},
author = {Nadia Sfar},
journal = {International Journal of Research and Innovation in Social Science (IJRISS)},
volume = {9},
number = {14},
pages = {3203--3211},
year = {2025},
doi = {10.47772/IJRISS.2025.914MG00245},
publisher = {RSIS International}
}