Chatbot application in Social commerce. BBH case

Chatbot and social commerce topics have been interesting topics for scholars. However, these studies were done separately, either chatbot research, or social commerce research. Previous research on the application of chatbots in business, has commonly focused on the customer support function of chatbots but has not mentioned yet what chatbots can do to support marketing and sales activities, especially in the social network environment. This study focuses on examining how chatbots are used to create value for businesses in sales and marketing activities as well as examines the impact of chatbots on businesses on social networks. The research was conducted by approaching a chatbot provider, BBH, to gather detailed information on how the vendor matched their chatbot solutions to the needs of the market. Finally, the study compared BBH with two other vendors, Estilos and Yellow.ai, to provide a more general overview of the chatbot market and the strategies that vendors implement to gain competitive advantages.