A Study on a Customer Engagement Model Utilizing ChatGPT for Bidirectional Communication with Fictional Characters

Abstract

With advancements in communication technology, the influence of customers on companies in the field of marketing has significantly increased. While companies have identified customer engagement as one of the critical challenges in marketing and have been leveraging digital technologies to address this issue, they have yet to achieve its successful establishment. On the other hand, customers are increasingly drawn to fictional characters, as evidenced by behaviors such as oshi-katsu, where individuals actively support their favorite characters. This study aims to explore the potential of establishing customer engagement through the utilization of fictional characters. To achieve this, a novel model for fostering customer engagement through the use of characters was proposed and validated through an internet-based empirical experiment and survey analysis. The findings demonstrate that the proposed model is effective and confirm that leveraging fictional characters can indeed facilitate the establishment of customer engagement. Key words : ChatGPT、character, customer engagement,