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Worcester
United Kingdom
Artificial Intelligence
Business
Marketing
Communication & Media Studies
Psychology
About the Project
This self-funded Ph.D. opportunity seeks to contribute to current research in the field of marketing communication, Artificial intelligence (AI) related technologies, and consumer behavior and well-being.
The proposed research should relate to addressing the current challenges and opportunities in demonstrating responsible virtual service assistants. The research should focus on marketing communication and interactions to explore the theoretical and empirical implications for consumers’ engagement and well-being.
AI-powered assistants are intelligent products and services that have been discussed in previous studies (Guo & Luo, 2023; Kang & Shao, 2023; Kot & Leszczyński, 2020; Sprengholz & Betsch, 2021); as the last decades have seen substantial growth in the use of digital service assistants (Fernandes & Oliveira, 2021; Hoyer, Kroschke, Schmitt, Kraume, & Shankar, 2020). However, the use of AI-powered virtual assistants may pose potential pitfalls (Ha, Chen, Uy, & Capistrano, 2021; Paul, Ueno, & Dennis, 2023) and increase the risks to consumer well-being (Banker & Khetani, 2019). Hence, the research proposal should focus on how a responsible virtual assistant mechanism would mitigate risk, enhanced consumer journey, service, and interaction, and enhanced social media campaign strategies and trust.
Therefore, finding in this area would contribute to improving our understanding of responsible virtual assistants for effective marketing communications and consumer well-being.
Application Process
To begin the application process please go to https://www.worcester.ac.uk/courses/business-mphilphd and click on ‘How to Apply’ in the top menu. This PhD could be caried out on a part time or full time basis so please select the relevant application link. On the application form, please make it clear that you are applying for one of our advertised projects so we can direct it straight to the relevant people.
The Interview
All successful applicants will be offered an interview with the proposed Supervisory Team. You will be contacted by a member of the Research School Team to find a suitable date. Interviews can be conducted in person or over Microsoft Teams.
Funding your PhD
For information about Doctoral Loans please visit: https://www.worc.ac.uk/study/fees-and-finance/doctoral-loans.aspx
During your PhD you can access the Research Student Support Scheme to support dissemination costs associated with your research, up to £500 a year.
Research Group
Our shared research and endeavours are further informed by the conceptual frameworks and strategies provided by Universal Design and Universal Design for Learning. We see merit in approaches that seek to better understand learner experiences and that encourage learner engagement in design processes.
Interpersonal Relationships & Wellbeing Research Group
The Interpersonal Relationships and Wellbeing Research Group draws together internationally renowned academics from across Psychology, Business and Criminology, with partners in Industry, third sector organisations and local government. Research activity is organised around four themes: Wellbeing for Life; Customer Interactions; People and Work; and Trauma and Violence Prevention.
We study interpersonal relationships, wellbeing and their inter-connectivity from an inter-disciplinary perspective, to generate applied, solution-focussed research. Our research explores how individual, social and environmental factors influence relationships and wellbeing within different contexts, such as in workplaces, schools and online spaces. We are interested in understanding how interpersonal relationships contribute to mental health (construed as both trauma/mental ill-health, and as wellbeing) and how they shape individual and team behaviour in consumer and organizational settings. In doing so, we explore both the ‘dark’ and ‘light’ side of relationships and human behaviour more broadly.
Widening Participation
As part of its mission statement the University is committed to widening participation for its higher degrees. Although most candidates will have an undergraduate and/or a Masters degree, the University is happy to accept applications from candidates with relevant professional qualifications and work related experience.
Supervisory team
Dr Sajad Rezaei, Dr Ria Wiid
Director of Studies:
Dr Sajad Rezaei, Interpersonal Relationships and Wellbeing Research Group
Research Group, Worcester Business School, University of Worcester
Supervisors:
Dr Ria Wiid, Interpersonal Relationships and Wellbeing Research Group
Research Group, Worcester Business School, University of Worcester
Research Group: Interpersonal Relationships and Wellbeing Research Group
For further information or an informal discussion on this project, please contact Dr Sajad Rezaei (Director of Studies) via email at s.rezaei@worc.ac.uk
References
Banker, S., & Khetani, S. (2019). Algorithm overdependence: How the use of algorithmic recommendation systems can increase risks to consumer well-being. Journal of Public Policy & Marketing, 38(4), 500-515.
Fernandes, T., & Oliveira, E. (2021). Understanding consumers’ acceptance of automated technologies in service encounters: Drivers of digital voice assistants adoption. Journal of Business Research, 122, 180-191.
Guo, W., & Luo, Q. (2023). Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility. Journal of Retailing and Consumer Services, 73, 103353.
Ha, Q.-A., Chen, J. V., Uy, H. U., & Capistrano, E. P. (2021). Exploring the privacy concerns in using intelligent virtual assistants under perspectives of information sensitivity and anthropomorphism. International journal of human–computer interaction, 37(6), 512-527.
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of interactive marketing, 51(1), 57-71.
Kang, W., & Shao, B. (2023). The impact of voice assistants’ intelligent attributes on consumer well-being: Findings from PLS-SEM and fsQCA. Journal of Retailing and Consumer Services, 70, 103130.
Kot, M. T., & Leszczyński, G. (2020). The concept of intelligent agent in business interactions: is virtual assistant an actor or a boundary object? Journal of Business & Industrial Marketing, 35(7), 1155-1164.
Paul, J., Ueno, A., & Dennis, C. (2023). ChatGPT and consumers: Benefits, pitfalls and future research agenda. In (Vol. 47, pp. 1213-1225): Wiley Online Library.
Sprengholz, P., & Betsch, C. (2021). Ok Google: Using virtual assistants for data collection in psychological and behavioral research. Behavior Research Methods, 1-13.
Fernandes, T., & Oliveira, E. (2021). Understanding consumers’ acceptance of automated technologies in service encounters: Drivers of digital voice assistants adoption. Journal of Business Research, 122, 180-191.
Guo, W., & Luo, Q. (2023). Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility. Journal of Retailing and Consumer Services, 73, 103353.
Ha, Q.-A., Chen, J. V., Uy, H. U., & Capistrano, E. P. (2021). Exploring the privacy concerns in using intelligent virtual assistants under perspectives of information sensitivity and anthropomorphism. International journal of human–computer interaction, 37(6), 512-527.
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of interactive marketing, 51(1), 57-71.
Kang, W., & Shao, B. (2023). The impact of voice assistants’ intelligent attributes on consumer well-being: Findings from PLS-SEM and fsQCA. Journal of Retailing and Consumer Services, 70, 103130.
Kot, M. T., & Leszczyński, G. (2020). The concept of intelligent agent in business interactions: is virtual assistant an actor or a boundary object? Journal of Business & Industrial Marketing, 35(7), 1155-1164.
Paul, J., Ueno, A., & Dennis, C. (2023). ChatGPT and consumers: Benefits, pitfalls and future research agenda. In (Vol. 47, pp. 1213-1225): Wiley Online Library.
Sprengholz, P., & Betsch, C. (2021). Ok Google: Using virtual assistants for data collection in psychological and behavioral research. Behavior Research Methods, 1-13.
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