To succeed in today’s highly competitive marketplace, consumers need to trust brands. Brands that are viewed as being trustworthy are more likely to be successful than those that are not (Portal & Russel, 2018). If you’re using social media to build trust with your customers, using a bot to automate engagement with them is not going build long-term brand equity.
Portal, S., & Russell, A. (7, January 2018). The Role of Brand Authenticity in Developing Brand Trust. Journal of Strategic Marketing. Retrieved from: https://www.tandfonline.com/doi/full/10.1080/0965254X.2018.1466828