Non-dyadic human–robot interactions and online brand communities

Vitor Lima (1) , Marco Tulio Zanini (2) , Hélio Arthur Reis Irigaray (2)

1 Audencia Business School
2 FGV - Fundacao Getulio Vargas [Rio de Janeiro]

This research investigates and conceptualizes non-dyadic human-robot interactions (HRI). Design/methodology/approach: We conducted a netnographic study of the Facebook group called "iRobot-Roomba," an online brand community dedicated to Roomba vacuums. Our data analysis employed an abductive approach, which extended the grounded theory method. Findings: Dyadic portrayals of human-robot interactions can be expanded to consider other actants that are relevant to the consumption experiences of consumer robots. Not only humans but also nonhumans, such as an online brand community, have a meaningful role to play in shaping interactions between humans and robots. Originality: Unlike most previous marketing and consumer research on human-robot interactions, we show that different actants exert agency in different ways, at different times, and with different socio-technical arrangements. Research implications: The present study moves theoretical discussions on HRI from the individual level grounded in a purely psychological approach to a more collective and sociocultural approach. Practical implications: If managers do not have a proper assessment of human-robot interactions that considers different actants and their role in the socio-technical arrangement, they will find it more challenging to design and suggest new consumption experiences.

Domains: Humanities and Social Sciences

Vitor Lima, Marco Tulio Zanini, Hélio Arthur Reis Irigaray. Non-dyadic human–robot interactions and online brand communities. Marketing Intelligence and Planning, 2022, ⟨10.1108/mip-02-2022-0059⟩. ⟨hal-03690501⟩