Exploring The Use Of Custom Chatbots In Marketing Education

This study investigates the effectiveness of custom chatbots in marketing education, examining their impact on student engagement and learning. The researcher compared students in two course sections using either traditional study methods or a custom chatbot. Using a standardized exam (n = 96) and a voluntary engagement survey (n = 75), the study employed Social Cognitive Theory and the Stimuli-Organism-Response framework to interpret how custom chatbots impact student learning and engagement. Results demonstrated that marketing students using the custom chatbot achieved statistically significantly better learning outcomes compared to the control group. While the custom chatbot section showed higher engagement levels, this difference was not statistically significant, suggesting custom chatbot use can enhance learning outcomes even when engagement levels remain stable. The research also provides a step-by-step guide for educators to create custom chatbots, offering recommendations. The study also acknowledges several ethical considerations pertaining to costs of and access to AI tools. While limited by sample size and duration, findings suggest custom chatbots can serve as pedagogical tools. This research contributes to AI integration literature in business education and offers practical implications for marketing educators seeking to enhance student learning through technology-enabled instruction.