Affiliation:
1. Universitas Pembangunan Panca Budi, Indonesia
2. Universitas Sumatera Utara, North Sumatera, Indonesia
3. University of Surrey, UK
Abstract
The aim of this chapter is to explore the capabilities of chatbots in the domain of marketing communication, with a particular focus on their potential application within the halal industry. It also analyzes the escalation in chatbot adoption across various business sectors. Furthermore, the chapter delves into the significance of adopting chatbots in Halal marketing communication. This includes an analysis of the challenges that may arise and capitalize on opportunities to successfully engage and captivate the intended audience. Likewise, this chapter sheds light on the areas of research that require further investigation and outlines potential avenues for future exploration regarding the adoption of chatbots in the context of Halal marketing. Hence, the contribution of this chapter lies in providing a comprehensive analysis of the challenges, opportunities, and positive outcomes associated with the chatbots. By doing so, it enriches existing knowledge and may serve as a basis for future research agendas.