Voice Assistants and Online Marketing: A Systematic Review

Abstract

This study systematically reviews the literature on voice assistants (VAs) and their role in digital marketing between 2021 and 2023. VAs such as Amazon Alexa, Apple Siri, and Google Assistant reshape consumer brand interactions by offering hands free, conversational, and personalized touchpoints. The review shows that adoption is driven by usefulness, ease of use, and trust, while anthropomorphic cues and social presence boost brand attitudes and purchase intentions. Personalization and contextual relevance also enhance persuasion and brand equity, making VAs powerful tools for consumer engagement. However, challenges persist around privacy, security, and skepticism, with the notion of privacy cynicism showing that users continue to rely on VAs despite concerns. These insights stress the need for responsible conversational design that integrates transparency, fairness, and ethics, as the effectiveness of VAs ultimately depends on balancing usability, trust, and safeguards to build sustainable consumer relationships and long term brand value.