Adding voice to the omnichannel and how that affects brand trust
Consumers can use several alternative methods to interact with or access a brand through their mobile devices. They can type a response using a touchscreen keyboard (touch interaction) or use voice response while holding a mobile device (combined voice and touch interaction). In this study, we look at the impact of these different types of interaction on personal engagement and the effect on brand trust as relevant concerns to managers in the digital, mediated context. Our results provide novel insights into the role of touch and voice in the online context when it comes to consumers’ decision-making.