Anthropomorphic chatbots as a catalyst for online customer experience (CX): The case of Egyptian consumers
Deena Sayed, Soha Abutaleb · Journal of Marketing Communications · 2025
Chatbot anthropomorphism has become a valuable tool for enhancing marketing strategies and improving overall CX. The study aims to investigate the influence of chatbot anthropomorphism on online CX in Egypt, specifically focusing on cognitive, linguistic, and visual anthropomorphic cues. It is a conclusive descriptive research in which quantitative research methods are utilized and the sample included 123 respondents from Egyptian Consumers. The study showed that cognitive and linguistic cues significantly impact online CX for Egyptian consumers. However, visual anthropomorphic cues were found to have minimal impact. The paper provides original data on the influence of chatbot anthropomorphism on online CX, focusing on cognitive, linguistic, and visual anthropomorphic cues, as well as the growing nuances of Artificial Intelligence in the context of applying Chatbots with human characteristics.