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Published in: Journal of the Academy of Marketing Science 6/2022

28-03-2022 | Original Empirical Research

Hey, Alexa! What attributes of Skills affect firm value?

Authors: Navid Bahmani, Amit Bhatnagar, Dinesh Gauri

Published in: Journal of the Academy of Marketing Science | Issue 6/2022

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Abstract

Anthropomorphic voice assistants (e.g., Amazon Alexa) enable users to use natural-language voice commands to control “smart” objects and access the internet for information, shopping, and entertainment. Most manufacturers of voice assistants allow other firms to develop software (i.e., voice assistant functions, VAFs) related to their products and services that add new capabilities to voice assistants. To measure the value of different types of capabilities of VAFs, we empirically study the impact of announcements of VAFs on firm value. We show that informational capabilities and VAFs announced by product firms have a positive moderating effect on firm value. On the other hand, object-control capabilities have no moderating impact on firm value, while transactional capabilities have a negative impact. Theoretical and managerial implications are discussed. Additionally, necessary avenues for future research within the voice assistant domain are proposed.
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Metadata
Title
Hey, Alexa! What attributes of Skills affect firm value?
Authors
Navid Bahmani
Amit Bhatnagar
Dinesh Gauri
Publication date
28-03-2022
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 6/2022
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-022-00851-0

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