Marketers today have a distinctive advantage to create value in brand communities using social media by leveraging two-way communications that previously didn’t exist (Humphrey, Laverie, & Rinaldo, 2015). Online communities, such as those facilitated through social media, provide the perfect platform to build relationships through customer interactions (Humphrey et, al). Replacing these interactions with a bot does not build long-term relationships as someone behind a computer (or phone) screen responding to each individual question or comment.
Humphrey, W., Laverie, D., & Rinaldo, S. (2015). Fostering Brand Community Through Social Media. New York, NY: Business Expert